Sony Pictures Entertainment (SPE) and Sanjay Leela Bhansali (SPL), in alliance with the Future Group, will launch a special range of ‘Saawariya’ merchandise to be available in over 300 stores across 42 cities in the country. The specially created merchandise will be available across categories such as clothing, home, bed, bath and linen, and beauty products, along with special promotions around the movie for customers. The Ranbir-Sonam starrer is slated for a Diwali launch this year.
On the alliance, Kishore Biyani, Group CEO, Future Group, said, “Movies bind together all Indians, young and old alike. At Future Group, we recognise this and are delighted to be associated with a movie like ‘Saawariya’, which presents fresh talent and captures the spirit of the youth. Through the merchandise available at out stores, customers can live the movie in their real lives.”
Consumers across cities can buy an exclusive range of cosmetics, caps, badges, wrist bands, coffee mugs and stationery including calendars, year book for 2008, pads, envelopes, postcards, etc. ‘Saawariya’ audio CDs will be displayed and sold at all cash counters, while promotional ‘Saawariya’ post cards will be given away free to customers. The talent from the film, Ranbir Kapoor and Sonam Kapoor, will add to the excitement by making appearances at all major outlets.
Uday Singh, CEO, SPE Films India, said, “The film ‘Saawariya’ is a unique collaboration with one of India's most well known and acclaimed directors, Sanjay Leela Bhansali, and this is our first local language co-production. Sanjay’s films have always made a deep emotional connection with audiences everywhere, especially due to their visual splendour. Therefore, it is exciting to create high quality merchandise that will keep the essence of the film alive and give consumers the opportunity to personalise the ‘Saawariya’ experience. We are delighted that the Future Group is partnering with us to take the magic of ‘Saawariya’ across the country.”
The entire line-up of the film merchandising for ‘Saawariya’ with the Future Group has been conceptualised, planned and executed by P9 Integrated. Navin Shah, CEO, P9 Integrated, said, “Film merchandising is a dedicated business vertical launched by the company as an independent SBU. P9 Integrated is a 360-degree international film marketing company from the Percept Holdings Group that provides effective, tailor-made merchandising, advertising, branding and publicity design solutions to Bollywood, Hollywood and regional films.”