One of India’s leading Hindi news channels, Aaj Tak has taken movie partnerships to the next level with an exclusive tie up with the forthcoming Indian action film – ‘Singham Returns’ starring Ajay Devgan and directed by Rohit Shetty. Aaj Tak leverages on the larger than life role of Ajay Devgan in the film for promotions of the popular show ‘Halla Bol’ on the channel. High quality animations have been used in the series of cobranded promos that drive the message of ‘Halla Bol’ and encourage people to boldly take on the burning issues of today. Speaking on the partnership, the director of the film Rohit Shetty said in a statement: “It is a great and unique video conceptualised by Aaj Tak and we all are quite happy to see the way it has been created as it will further spread social awareness amongst the people.” The video shows the animated character of Singham helping an Ambulance to beat the traffic and reach the hospital. The video is already running across TV Channels and digital platforms of the group. The show Halla Bol runs on weekdays on Aaj Tak and covers crucial topics of public significance. The episodes highlight the issues faced by the society and economy while also suggesting on a roadmap to a lasting solution with recommendations from expert panellists. India Today Group CEO Ashish Bagga added, “Animation is amongst the most expressive forms of communication and I’m glad that with a strong social message hidden behind the initiative, this will be appreciated across classes.” Ajay Devgan the lead star of the film also tweeted about this unique association – “All of us have a Singham inside us.” The film is scheduled for release on 15 August 2014, and stars Ajay Devgan as D.C.P Bajirao Singham, Kareena Kapoor Khan as Kavya Bhosle, Amol Gupte, Anupam Kher, Sameer Dharmadhikari, Dayananad Shetty and Zakir Hussain.