Six brands to be part of Fashion’s ensemble cast

MUMBAI: Apart from having actors and models galore, UTV Motion Pictures and Madhur Bhandarkar’s forthcoming film Fashion, will also have an ensemble cast of six brands ranging from clothing, electronics and FMCG to a telecom company. These brands have been roped in for in-film placements and associative marketing activities.

The brands placed in the film include clothing brand Kimaya, laptop brand Lenovo, Reebok with its casual clothing range and shampoo brand Sunsilk, which is also endorsed by actress Priyanka Chopra, who plays the main lead in Fashion.

"Out of all the brands, with Sunsilk we have planned an extensive 360 degree marketing campaign on TV, outdoor, ground events and much more. Sunsilk also has an in-film placement," says UTV Motion Pictures marketing head Shikha Kapur.

Sunsilk has also launched its new ‘fashionable’ shampoo range inspired from the movie, which will be available in Javed Habib’s salons.

Mobility retail store RPG Telecom’s franchisee brand Cellucom, which promotes use of fashionable gadgets such as mobiles and laptops too has been roped in for a campaign propagating ‘mobility is fashionable’.

Cellucom Group managing director and CEO Arun Nagar says, “Associating with the movie Fashion will help us tap our key audience, as both, Fashion and Cellucom, target individuals with a sense of style and the inclination to stay ahead with the latest from the world of fashion and technology.”

Electronics brand LG has come on board for an associative marketing campaign with the movie.

Kapur adds, "The total worth of all the activities planned with brands for promotion and also in-film placements is estimated at Rs 85 million (Rs 8.5 crores)."

The promotion of a film on the fashion world can certainly not be complete without a fashion show. Sunsilk and Kimaya are slated to conduct various fashion shows to build the hype around the movie. The star cast of the movie comprising Priyanka Chopra, Kangana Ranaut and Mughda Godse will walk the ramp on 20 October for Sunsilk Fashion Week in Mumbai. On the other hand Kimaya will organize various event and fashion nights in Mumbai, Delhi, Bangalore and Pune.

Fashion also stars Arjan Bajwa and Sameer Soni. It will release worldwide on 29 October.

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