MUMBAI: Home video major Ultra Group has joined hands with Mukta Arts for the release of the cricket based film Iqbal. A part of the sale proceeds will go towards Child Relief and You (Cry) to help the NGO with its development work.

Speaking on the occasion Mukta Arts chairman Subhash Ghai said, "When a small film does well it gives you more satisfaction compared to when a blockbuster does well. With this film we took a risk in that we distributed it ourselves. Exhibitors and distributors did not want it as they felt that it was an art film and was not worth the price we were asking. I sat down with my CEO Ravi Gupta and with Nagesh Kukunoor (the films director). We decided to use our own network and distribute the film only in the metros. We did not even go overseas. The challenge was marketing a film that does not have matka, jatka. However we benefited a lot from word of mouth and by positive reviews from the media."

"I am thankful that Ultra Group has joined us in pushing this film on DVD and VCD. Sushil Kumar Aggarwal (Ultra MD) is truly a film businessman. He helps in promoting quality films. This will hopefully lead to further collaborations in the future. I am also grateful to Cry for endorsing this film and its message on how someone with a disability can live a decent life and achieve his/her dream. As a way of further raising money for a noble cause we will be auctioning three autographed bats. The proceeds will go towards a worthy cause," he added.

Cry GM resource mobilisation Irwin Fernandes says, "Cry has always worked towards ensuring a safe, healthy, happy childhood for all children. We appreciate the fact that a part of the proceeds from the DVD sale of Iqbal will go towards projects supported by Cry."