SRK ties up with HomeShop18 for 'Ra.One'

New Delhi, Oct 21 Shah Rukh Khan, who is on a marketing spree for his mega-budget production 'Ra.One', has tied up with homeshopping channel HomeShop18 to sell the superhero film's merchandise. He says it is a chance to 'own a piece of the movie'.

'I would like everyone to watch the movie and bring home (my character) G.One,' Shah Rukh said in a statement Friday.

'This association will help us reach out to the masses. We are trying a new form of movie marketing in India, much like the practice in Hollywood,' he said.

'We want our audiences to not only get entertained by 'RA.One' but also get a chance to own a piece of the movie as they shop in the comfort of their homes,' he added.

The original movie merchandise, replete with 'Ra.One' gift hampers, action figures, G Balls, 'Ra.One' frisbee, pencil box, lunch box, stationery set, notebooks, sipper set, exam board, coin bank, toy laptops, fridge magnets, wristbands, key chains and car danglers, will now be available on the channel through a special series.

'Shah Rukh wanted to take the merchandise to families across the country and we are happy to provide him with the platform,' said HomeShop18 founder and CEO Sundeep Malhotra.

'Ra.One' merchandise and toys will make for an excellent gifting option along with our ongoing Diwali Dhamaal promotion,' he added.

'Ra.One', which also features Arjun Rampal and Kareena Kapoor, will release this Diwali, Wednesday.