MUMBAI: Western Union, a leader in global payment services, has signed up yet another Bollywood production; formalizing an association with Indian film superstar Shah Rukh Khan’s anticipated 2013 blockbuster – ‘Chennai Express’ to be released during the Eid holiday.

The storyline of ‘Chennai Express’ signifies the hardship the movie hero undertakes against all odds to ultimately win his love. The movie association is pertinent to Western Union’s own consumers who send money back home to support their families whether they are overseas non-resident Indians or domestic migrants.

In honour of the holy season of Ramadan and celebration of Eid – Western Union’s association with Chennai Express, follows closely with the company’s 10 Guna Zyada’ promotion where 30 international remittance receivers across ten states in India enjoyed the opportunity to increase their principal amount received ten-fold which ended 6 August 2013.

Western Union India regional vice president and managing director Kiran Shetty said, “There is a hero featured in every Bollywood movie and at Western Union, every time Western Union moves money for consumers whether that is from overseas or within India, there is a hero celebrated by family and loved ones across the whole of India.

We are talking about 11 million customers in India alone last year and we expect this to grow with our expansion of international direct-to-bank and domestic direct-to-bank services.

Our association with Bollywood is a celebration of this heroism and there is no better way than to celebrate with the ‘King of Bollywood’, Shah Rukh Khan’s special movie release.

In India - regular support, education and gifting are the top three reasons to receive international remittances from family and loved one’s overseas, according to Western Union research in 2012.

Shah Rukh Khan said, “We are delighted to be to be associated with a global brand like Western Union that has been connecting families across the world and within India.”

Cinema is exactly like that. In fact, ‘Chennai Express’ is a family entertainer for every person across the world. I am glad Hindi films continue to inspire real life stories and it is my pleasure to be a part of this important journey.

“It is a special heroic sacrifice to leave home in the name of greater opportunity for family and loved ones. I am glad Bollywood continues to inspire real life stories and I am honoured to be a part of this important journey,” he said.

Bottomline Media pvt ltd  managing director Tanaaz Bhatia said, “Western Union brings loved ones together, this is in perfect sync with the theme of Chennai Express making it a perfect blend.  We are thrilled to be a part of this association as the movie and Western Union promise ten times more excitement for all Indians, this festive season”.

Western Union’s mass media campaign rolled out in India mid-July in the major states of Uttar Pradesh, Bihar, West Bengal, Rajasthan, Punjab, Tamil Nadu, Andhra Pradesh, Maharashtra, Kerala & Karnataka. It included TV, radio, print and outdoor advertising as well as point of sale activation at Western Union Agent locations.

Western Union’s association with Chennai Express continues its tradition of Bollywood sponsorship. Western Union’s ‘Great loves that binds overseas Indians back home’ 2012 survey conducted by Nielsen asked Indians by birth or descent across major regions of the world with large Indian diaspora, the top three things that connected them most to India. The top three iconic characteristics connecting overseas Indians most to their roots are, perhaps not surprisingly were Indian food, Bollywood and traditional festivals.

Western Union’s 10 Guna Zyada’ promotion conducted via a raffle of money transfer transactions offered over 5,000 consumers a chance to win ‘Eidi’ ranging from INR 501 up to INR 5,001, while 30 lucky winners had the opportunity to win a grand prize of up to INR 120,000.

The competition within the states of Uttar Pradesh, Bihar, West Bengal, Rajasthan, Punjab, Tamil Nadu, Andhra Pradesh, Maharashtra, Kerala & Karnataka - ended 6 August 2013 and winners notified will be by 16 August 2013.