Mumbai: Aegis Media’s Carat Fresh Integrated has facilitated yet another association between Indigo Nation -the men’s fashion brand from Indus League – a division of Future Lifestyle Fashion and Reliance Entertainment & Movie Temple’s family entertainer – Besharam.
The agency had earlier facilitated a successful association between Indus League’s ‘Jealous 21’ and Madhur Bhandarkar’s ‘Heroine’
Commenting on the same, Sameer Chopra – Marketing Head, Reliance Big Pictures said, “Besharam is one of the biggest film of the year and we are extremely happy to have Indigo Nation on board as the style partner. Ranbir Kapoor is a style icon and his look is very cool in the film, which will connect with the audiences instantly. The film is family entertainer and is a treat for all Ranbir fans that releases on National holiday.”
Indigo Nation – the brand for the young and restless promises to deliver fast fashion for the young Indian dude who forever aspires to be IN. The brand wanted to explore an association which can add on to this appeal of the brand. ‘Ranbir Kapoor’s Bold & Bindas look in the movie Besharam’ has a sure shot appeal to the audience and hence forms a perfect fit with Indigo Nation. As a part of the association, Indigo Nation has launched a brand new line of collection called Besharam.IN inspired by the looks of Ranbir Kapoor in the movie ‘Besharam’.
Sharing her thoughts on the strategic fit between Indigo Nation and Besharam, Shibani Mishra – Chief Marketing Officer, Indus League said, “Film associations have proved to be a successful medium to reach out to the target audience. When you have a celebrity vouching for your brand, the customers are bound to get influenced. We found an interesting brand fit between Indigo Nation and the movie Besharam as Ranbir is young India’s most sought after fashion icon. Carat Fresh has played a vital role in fructifying our merchandizing association with Besharam which has offered us an opportunity to launch an exclusive ‘Besharam.In collection.”
The brand association entitles Indigo Nation to create and showcase the new ‘Besharam.in Collection’ through a fashion show conceptualized on the movie theme, a meet and greet opportunity with RanbirKapoor, rights to co-branded promotions/ consumer contests using the new ‘Besharam.in’ collection. The brand also gets entitled to promote the association using multi-media campaign includingonline, television, cinema theatres, hoardings, radio, print as well as instore POS collaterals.
Commenting on the association, Sidharth Ghosh – Vice President, Carat Fresh Integrated said, “Film associations provide brands the opportunity to engage with consumers in the context of entertainment that reflects their brand values and to turn that engagement into dialogue. Besharam – was a perfect fit for Indigo Nation as it promises to deliver fast fashion for the young and the restless.”
The Aegis Media India group comprises Carat Fresh Integrated (Experiential marketing), Vizeum, Posterscope (the global OOH sector leader), Brandscope, Hyperspace (Retail), Carat (the world’s largest independent media communications specialist), PSI (Airports), Doosra (Creative), Isobar (the global communications agency with digital at its heart) and iProspectCommunicate2 (the global leader in search and performance marketing).