This strategic partnership resulted from Taali's clear and strategic brand positioning, and identification of opportunity. The Bootz brand associates year on year with South India's most popular film magazine Southscope for making the Bootz Southscope Calendar. Taali created retail posters for use in upcountry markets along with billboards and pocket diaries. A short video was part of the content prepared for a digital push. Films and celebrities are a big attraction in the Indian markets, even bigger in the Southern states of India that revere its stars. The association proved a great success for Bootz.