MUMBAI: The 3 Idiots – Aamir Khan, R Madhavan and Sharman Joshi – launched the exclusive Pantaloons’ 3i collection.
Pantaloons has collaborated with Vinod Chopra Films to launch the 3 Idiots apparel and accessories collection. 3 Idiots is directed by Rajkumar Hirani. The collection was unveiled at an event in Mumbai, with Aamir, Madhavan and Sharman walking the ramp.
The ten, hand drawn Doodle T-Shirts, designed by Aamir Khan during the making of the film, are the highlights of the collection. Khan says, "I hope people like my doodles."
The ‘Doodle designs’ are the first time a major star has personally designed film merchandise. The collection channels Khan’s knack to connect to the youth and mirrors a funky attitude and outspokenness.
Another interesting aspect of the tie up is an innovative initiative on Facebook, whereby a combination ‘Doodle T-shirt’ and ‘Converse shoe’ virtual gift (VG) will be available for Indian users to share with their friends. The virtual gift will be launched on Aamir Khan’s official Facebook Page – www.facebook.com/AamirKhanThePuccaIdiot and Pantaloon’s Facebook Page – www.facebook.com/pantaloons.
The Pantaloons and Facebook association with 3 Idiots has been initiated by Anand Jaisingh of Join The Dots Pvt Ltd, which owns Businessofcinema.com – the premiere media portal on the Indian film industry. The association with 3 Idiots marks Join The Dots’ continued expansion into the film marketing, branding and services sector.
A range of Converse 3 Idiots shoes have also been launched. The designs, based on the moods and characteristics of the movie, consist of three basic ranges – worn by Khan in the movie and seven specially designed doodle collection range – sketched and designed by him.
Pantaloons CEO Sanjeev Agrawal said, "It is very exciting for Pantaloons to associate with a movie like 3 Idiots and an actor of the calibre of Aamir Khan. Such a unique film required a new approach to replicate its irrepressible spirit."
Vidhu Vinod Chopra said, "I am delighted with the collection that Pantaloons has conceptualised along with Aamir. It’s so good that I can’t wait to wear some of the funky T-Shirts from the 3 Idiots collection."
Facebook international marketing manager Meenal Balar added, "Facebook has made it very easy for Indians to connect with things they care about – whether it’s sharing their thoughts on a film or engaging with a celebrity like Aamir Khan. Pantaloons and Vinod Chopra Films have now launched a limited edition virtual gift that 3 Idiots fans all over India can share with their friends and family. It’s a fun way to celebrate the spirit of friendship that is reflected in the film."
The T-shirts start at a price point of Rs. 399. Apart from the Aamir Khan Doodles tees, the collection also includes replicas of T-Shirts worn by Khan in the film, tees inspired by the film, garments worn by Madhavan and Sharman Joshi in the film, as well as replicas of garments and jewellery worn by Kareena Kapoor in the film.