Carat Fresh facilitates Jealous 21 – Heroine tie-up

With this, Carat Fresh adds new biz to its branded entertainment portfolio. Jealous 21 to bring out new collection inspired by the movie

by exchange4media Staff
Published - Sep 12, 2012 8:26 PM Updated: Sep 12, 2012 8:26 PM
Carat Fresh facilitates Jealous 21 – Heroine tie-up

Carat Fresh Integrated has added a new account to its branded entertainment portfolio by facilitating the brand association between Indian women’s wear brand Jealous 21 and UTV Motion Pictures ‘Heroine’.

‘Grab the Spotlight with Jealous 21’ is the theme of the line of apparels to be launched through this association.

Commenting on the strategic fit between Jealous 21 and the film ‘Heroine’, Sidharth Ghosh, Vice President, Carat Fresh Integrated said, “Branded entertainment has only got bigger and much closer to the audience. The brands that realise this sooner are more likely to be rewarded. Jealous 21 being the fashion brand for young girls, ‘Heroine’ was a perfect fit for the brand in terms of the glamour quotient. The resultant pull for the ‘Heroine Collection’ will go a long way to justify this.”

With this association, Jealous 21 will be reaching out to its customers with an all new collection inspired by Kareena’s outfits from the movie.

Commenting on the association, Shibani Mishra, Chief Marketing Officer, Indus League said “We are delighted to be associated with Bollywood’s much-awaited movie ‘Heroine’. We are extremely happy to work with Carat Fresh, who has been instrumental behind this unique integration between the brand and the movie. They have seamlessly chalked out the entire association.”

For the record, Carat Fresh Integrated is an experiential marketing agency of Aegis Media India Group.

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