MUMBAI: Tata Housing associates has teamed up with short film ?Kuch Spice to Make it Meetha? which stars Purab Kohli as the lead actor to endorse its Innora Park project in Pune. The movie has been launched through digital medium on Youtube.

The film also features Nauheed Cyrusi, Mansheel Gujral, Mustafa Hussain and is directed by Adeeb Rais and was recently released on 29 February and has already garnered over 9 Lakh views on You Tube.

The key objective of exploring this creative channel is because housing is an integral part of the storyline and this is the first time the housing company has tried a media initiative like this one.

Tata Housing marketing head Rajeeb Dash said, "In-film promotion has helped us to generate leads from our target group, of which 20-25 per cent come to know of us through internet which is a huge number. Hence, we decided to integrate our project with the film. Internet and social media has a real-time element and a wide reach. So it provides the right framework and environment and a culture that allows the message to spread in a viral and faster pattern."

Tata Housing is active on all social media forums, which helps consumers to directly interact with the project and give their feedback.