In-film and co-marketing deals, strategic partnerships and creation of intellectual property and merchandise - all this has been planned as part of branded entertainment for the upcoming Hindi film "'83".

Phantom Films and Reliance Entertainment have signed an exclusive contract with Bartle Bogel Hegarty (BBH) for branded entertainment and partnerships for the movie, which will tell the story of India's journey to win its first cricket World Cup in 1983 in England, read a statement.

It stars Ranveer Singh and will be directed by Kabir Khan.

As part of the pact, BBH will be the branding custodian for "'83" and will be offering entertainment marketing services that not only include bringing in-film and co-marketing, deals but also building strategic partnerships and creating intellectual property and merchandise.

BBH will help brands get priority and unique access to film integration and actors, and also help build co-marketing properties.

Madhu Mantena, Partner, Phantom Films, said: "A film like ''83' lends huge creative opportunities for branded entertainment, across categories. We are happy to partner with BBH for the same and are confident that they will be able to exploit these opportunities, thanks to their global presence and a great network with brands."

Subhash Kamath, CEO and Managing Partner, BBH said: "More and more brands are seeking to be part of popular culture these days. So we launched our Content and Entertainment initiative a few months ago to meet this."