Percept to churn Siyaram’s Rs 20 mn ad


MUMBAI: Percept Picture Company (PPC) will be producing the next ad film for Siyaram’s and has roped in international model and actress – Catherine McQueen (Bond-girl), Rashmi Nigam and Siddhartha Shukla for the assignment.


PPC’s Ad-Film division will be handling the project, which is pegged at Rs 20 million (Rs 2 crores). The film will be directed by Raj Kaushal and will be shot in the Jodhpur in mid-September 2007. The campaign is scheduled for a national release on all television channels by October.


PPC had featured Boris Becker in its earlier Siyaram’s campaign along with Dia Mirza. The likes of Bipasha Basu, Lara Dutta, Deepti Bhatnagar, Anupama Verma, Apurva Agnihotri, Dino Morea and Bikram Saluja have also been a part of Siyaram’s campaigns in the past.


Percept Picture Company CEO Preet Bedi said, “Indian audiences have literally grown up with the “Coming home to Siyaram’s” campaign – it has always been a cult advertisement and a very prestigious account for us. We are proud to be associated with this brand that is truly Indian and believes in the cultural values of India. Keeping in sync with the previous campaign values, our endeavor will be to further strengthen the brand with our very contemporary, yet futuristic ad-film. The highlight of this new ad-film will be its star-cast with the leading international model, Catherine McQueen.” 


Siyaram Silk Mills vice president marketing N Gangadhar said, “Siyaram’s is proud of being an Indian brand. Our advertisements have always portrayed the strong values and culture of India, to portray the trust and quality that the brand stands for. This advertisement will stir the aspirational values with the strong emotional connect of being an Indian, who has arrived in life. The film showcases the Siyaram’s man as an achiever who is deeply rooted with Indian values and culture and is proud about his lineage – proud to be an Indian.”


Kaushal said, “Advertising is where it all started off for me before I got into feature films; and it’s about getting back to the roots for me as well, much like Siyaram’s campaign theme. There couldn’t have been a better script, brand (Siyaram’s), and production company (PPC) that I could ask for. It’s all about coming back to one’s lineage, and what better locale than Rajasthan, to showcase the ‘Coming home to Siyaram’s’ campaign. It will be a fabulous setting and our script and star cast for the film holds a lot of promise.”