MUMBAI: Ira diamond jewelry fuses with Salaam-e-Ishq through MATES, Madison Communication’s entertainment unit.

Ira diamonds have been portrayed in real life situations inside the film around three couple — Salman – Priyanka, John – Vidya and Akshaye – Ayesha.

MATES, which is instrumental for the in-film and co-branded promotion of the film with Ira Diamond Jewellery states that the association of the brand in the film and around it makes a natural integration, as the core proposition of both the brand and the film is love and its expressions, thus giving the brand relevant exposure with recall.