The release of the film may still be a month away but the producers of the two films have set their marketing machineries in fuill swing in a bid to woo the cinegoers.

While ‘Om Shanti Om’ tied up with Shopper’s Stop for the merchandising of it’s costumes, it was Pantaloon that tied up for the merchandising of clothes worn in ‘Saawariya’.

The producers of ‘Om Shanti Om’ Red Chillies is in the process of signing a deal for promotion of the film in association with brands like Nokia and the cosmetics company Maybelline.

At the same time, producers of ‘Saawariya’, Sony Columbia Tristar Films have signed a in-film merchandise deal with Kishore Biyani’s Future Group which involves a ‘Saawariya’ range of menswear, home products and beauty products to be retailed at Big Bazaar stores.

Sony Pictures have also signed a Rs five-crore contest-based promotion with Neo Sports for the ongoing India-Australia cricket series.

Only time will tell who will emerge the winner in this “clash of the titans”. However, the ultimate winner in all this will be the business of films in India which will witness a heightened curiosity among cinegoers for the films and consequently increasing number of them heading for the cinema halls.