As per the alliance, Columbia Tristar would be promoting animation movies of Walt Disney Pictures and Pixar Animation Studios, supported by the consumer products division of BPL, which would provide the financial support, especially for advertisements and publicity.

`A Bugs Life', would be the first animated movie in Hindi to be launched on April 30 in over 19 cities.

The promotional activities include showcasing products like T-shirts and toys in retail outlets like Shoppers' Stop, Planet Kids apart from conducting promotional programmes in schools. The companies plan to target 1,57,000 schools in cities like Mumbai, Bangalore, Chennai, Hyderabad etc.

A carnival titled Bug's Carnival, would also be organised at Shoppers' Stop, to project theme and events of themovie.

Speaking to The Financial Express, Sanjay Raina, marketing manager of Columbia Tristar, said, "this is the first time a movie company has initiated an exercise to build a market for animation films in the country.

Even though the theme of the film is the victory of good over evil, an often portrayed one, it is sure to attract both young and old alike."

Meanwhile, BPL has decided to pump in about Rs 3 crore for promoting technology-driven family films in the country during the current fiscal. The main aim is to associate entertainment with its brand. This money, from internal accruals, will be used for advertising in print, TV, outdoors, internet and BPL retail outlets.

With its brand image, BPL is also planning to tie up with other overseas distributors. However, no final decision has been taken. Negotiations with several distributors are on, said Anand Narasimha, head, corporate brand communications of BPL.

But the company would only promote hi-tech films. "We are not concerned about thelanguage in which the films are made. We want to connect our mission - bringing BPL digital products to our customers - by promoting these kinds of films. If these kinds of digital animation movies are available in India, we would be more happy," added Narasimha.