Sunday, October 14, 2007

Saawariya Line of Products to be Available in Indian Market by Future Group

You already know that two much awaited Bollywood movies: Saawariya of Sanjay Leela Bhansali and Om Shanti Om of Farah Khan are slated for release in the upcoming Diwali. Both the movies are set to release on the same day, 9 November 2007. So, you can realize that there must have some competition between these two movies. Now, producers of both the movies are trying hard to promote their movies.

Merchandising has already become a big source of generating some quick cash in alongside vast publicity. Both Saawariya and Om Shanti Om producers have already come up with merchandising initiatives. Om Shanti Om has earlier made a contract with Shoopers’ Stop. Now, the recent news is that Saawariya has also come under a contract with Future Group of Kishore Biyani. The Saawariya line of products will be distributed in different shops of various cities in India by Future Group. Including home apparel, cosmetic products etc. authority will make the products available in the country.

Hindustan Times reported:

Navin Shah, CEO, P9 integrated, the marketing agency that manages brand associations with Saawariya says, “The deal is of the size of Rs 10 crore. This will mark an important episode in film-merchandising.”

Pooja Kashyap, general manager, overseas marketing, syndication and merchandising, P9 Integrated, said the Saawariya line of products will cover male apparel, home products and beauty products. "The packaging of these products and look will closely wear the template of Saawariya," she said, adding that the Future Group will get the presentation credit.

Saawarya casts two new faces of Bollywood: Ranbir Kapoor and Sonam Kapoor. The movie is expected to be a major hit in the box office. No doubt, the movie is now the centre of attraction and people are waiting for the release of the movie. It is a great initiative to merchandise products based on the theme of the movie. Besides generating money, the products will indirectly promote the movie everywhere in India. Now, let us see to what extent the movie becomes successful.