Future Group to roll Saawariya merchandise

MUMBAI: Pushing the promotions of Saawariya further, Sony Pictures Entertainment (SPE) Films India and Sanjay Leela Bhansali (SLB) Films have tied up with Future Group to launch a special range of merchandise in over 300 Pantaloon stores across 42 cities in India.

Specially created Saawariya merchandise will be available across categories such as clothing, home, bed, bath and linen and beauty products along with special promotions around the movie for customers.

Consumers across cities will get to buy an exclusive range of cosmetics, caps, badges, wrist bands, coffee mugs and stationery (including calendars, 2008 year book, pads, envelopes, postcards, etc).

Saawariya audio CDs will be displayed and sold at all cash counters and promotional Saawariya postcards will be given away free to customers. The film’s stars Ranbir Kapoor and Sonam Kapoor will also make appearances at all major outlets.

SPE Films India CEO Uday Singh said, “Saawariya is a unique collaboration with one of India’s most well known and acclaimed directors, Sanjay Leela Bhansali and is our first local language co-production. Sanjay’s films have always made a deep emotional connection with audiences everywhere especially due to their visual splendour. Therefore, it exciting to create high quality merchandise, which keeps the essence of the film alive and gives consumers the opportunity to personalize the Saawariya experience. We are delighted that the Future Group is partnering with us to take the magic of Saawariya across the country.”

Future Group CEO Kishore Biyani added, “Movies are a passion that bind together all Indians, young and old alike. We at Future Group recognize this and are delighted to be associated with a movie like Saawariya, which presents fresh talent and captures the spirit of the youth. Through the merchandise available at out stores, customers can live the movie in their real lives.”