The occasion was
hosted to announce Sunsilkas the
official hair
expert partner of the movie‘2 States’
with the launch
of #Sunsilkdreamjob campaign
&introduction
of exclusive movie merchandize packs
Mumbai, March 28, 2014: Sunsilk, India’s premium
hair care brand announced a one-of-its kind collaboration as thepartnerof Nadiadwala
&Dharma Production’s producedupcoming Bollywood movie‘2 States’, an Indian Romantic Drama
film based on the 2009 novel of the same name written by Chetan Bhagat.
The film is a story
about a journey of one young couple from their college love phase to marriage, starring
Arjun Kapoor as ‘Krish Malhotra’, a typical fun loving Punjabi boy and Alia
Bhatt as ‘Ananya Subramaniam’, a stunningly smart yet a cultured girl from a
Tamil- Brahmin family.It is a humorous take on inter community marriages in
India.
The movie is in
collaboration with the leading hair-care expert, Sunsilk; a brand that has always stood for a ‘now or never’
attitude. The brandhas associated with the character ‘Ananya’ within the film
with perfect fit. Full of optimism and
gusto, Ananya believes in facing challenges with a smile. Ready to bag her
dream job as a Sunsilk brand manager in the film, she fears nothing.She mirrors
a typical Sunsilk girl’s personality- a dynamic and an optimistic girl who
wants to chart her own course.
The occasion witnessed
the launch of a ‘2 States’–centric Sunsilk Natural RechargeTV commercial introducing
the exclusive campaign.In addition, the lead pair of the movie – Arjun Kapoor
and Alia Bhattalsounveiled the contest and exclusive merchandize in front of
the media.
For 20-something
single girls, hair is often an emotional rollercoaster. Sunsilk understands
this and provides a complete hair care solution that gives a 20 something girl
the confidence to express herself. On this occasion the brand launched its new
variant Sunsilk Natural Recharge association within the film along with its
exclusive movie merchandize packs for an online contest ‘Sunsilk Dream Job’.
Speaking at the
event, Srinandan Sundaram, General Manager- Hair care at Hindustan
Unilever Ltd, said, “We
are very excited to associate with 2 States, the next big blockbuster of the
year. This movie is a perfect fit for us since it truly embodies what our brand
stands for. It was unique for us as our partnership stands strong right from
within the film’s storyline via the main female lead- Ananya. Sunsilk
celebrates a 20 something girl’s confidence to express herself. Therefore tofurther engage with our consumers,
we are also launching an exciting ‘Sunsilk Dream Job’ digital campaign that would
run parallel to the movie. The idea is to get four regular aspiring girlsa
chance to live their dream job. Actress, Stylist or VJ - whatever their dream
jobs might be, Sunsilk and Ananya will work together to make it happen. We are
confident that this partnership will bring more excitement for our consumers.”
Commenting
on the association, Apoorva Mehta,CEO- Dharma
Productions said, “Sunsilk
& Dharma Productions are two huge brands that receive immense respect for
their premium quality products! For a young and fresh film like 2 States, it
was important for us to only partner with a brand that would perfectly fit with
the young attitude and expression of the lead characters, played by Arjun
Kapoor and Alia Bhatt. We couldn't have found a better fit than Sunsilk that would
reflect best with the confident and attractive personality of Ananya, the lead
female character played by Alia. It also helps that hair plays a big role
for us in showcasing her personality transformation from her college days to a
professional! So this association is no doubt an apt coming together of two
quality brands in a unique way!”
Highlighting this
unique collaboration, Amin Lakhani, leader, South Asia, Team Unilever, Mindshare, said, “This movie partnership brings us immense
pride both for its uniqueness and detailing. It is our constant endeavour to
offer our client unique media opportunities to connect their brands to the
passion point of its target consumer. Movies are no doubt the biggest passion
in our country and we believe in its power to strengthen & differentiate
brand conversations. Our mission is therefore to make movies a priority media
platform and intrinsic to the brand’s content strategy. ”
Sounds great! thanks for sharing :)
ReplyDeleteI really like Aalia and Arjun in 2States
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