Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus, partnered with the 11th edition of Blender’s Pride Fashion Tour 2015, by crafting an association with Eros International and Sanjay Leela Bhansali’s ‘Bajirao Mastani’.
Leveraging the period drama’s essence of style and storytelling, Maxus ESP associated with couturier Anju Modi who has created the designs for the film. Anju Modi presented the look and costumes of ‘Bajirao Mastani’ at the event in Gurgaon and concluded with Deepika Padukone bringing alive the movie’s character Mastani on the ramp as the show stopper.
A co-branded platform was used to launch a content piece, the song ‘Deewani Mastani’ from the movie.
Rahul Dua, Creative Director, Maxus ESP commented, “Maxus ESP is committed to creating storytelling opportunities for brands beyond conventional engagements. A compelling story, if married with the right attributes of a brand has the ability to create strong resonance with viewers/consumers. It is very rare to see such associations as bringing two such platforms together. The ground breaking association of Eros International and Sanjay Leela Bhansali’s ‘Bajirao Mastani’ with Blender’s Pride Fashion Tour this year, is a wonderful example of how Maxus ESP unlocks this value for our clients every step of the journey.”
Raja Banerji, Assistant Vice President, Pernod Ricard India said, “The right associations can exponentially multiply the power of communication. This is where we felt there is a perfect fit with our brand. This year, the audiences witnessed a collaboration never seen before when the song Deewani Mastani’ from the much awaited film, Eros International and Bhansali Productions’ ‘Bajirao Mastani’ unveiled its style at the Blenders Pride Fashion Tour. The timeless epic whose legacy has stayed with us for years found a natural blend of creative inspiration in the Blenders Pride Fashion Tour, a name that has come to epitomize style and good taste. We hope the Blenders Pride Fashion Tour can take a step further in defining what style and good taste can bring to an individual’s life through this association. We are thankful to Maxus ESP, our media partners, for helping us achieve our objectives.”
Prerna Singh, Chief Marketing Officer, Eros International Media Limited stated, “We found apt synergy between Blenders Pride Fashion Tour which is a well-known brand for its elegance and grandeur and the song ‘Deewani Mastani’ that is also high on fashion and style. It was indeed a novel way to unveil the song at Blenders Fashion Tour 2015. This is first-of-its-kind activity done by any movie and it was a transcendent collaboration of creative inspirations and fine influences.”