MUMBAI: Kareena Kapoor, who plays a stellar role in UTV Motion
Pictures' Heroine has become favourite of different brands.
In other words, it can also be said that she leads the brand
The Dirty Picture and Kahaani, women-centric films have been
garnering all the right attention, not just for being glamorous,
but with great content and author-backed role, they are also
collecting a moolah at the box-office.
Kapoor has gone ahead and has managed to get maximum brands
for her upcoming film Heroine. Trade pundits say she is 'leading
and coming at par with her male colleagues in the industry'.
Her much-awaited film has managed to get over eight brands
on board. This is by far the most for any heroine-oriented
film. Besides Lakme, Head and Shoulders and Monarch Universal
for whom Kapoor already endorses, other brands like Cera,
Rupa, Jealous 21 and the likes have also associated with the
film for in-film integration and various media associations.
Lakme is launching Heroine-branded makeup under the Absolute
range endorsed by Kapoor, apparel brand Jealous21 will soon
be launching a special clothing line inspired by the clothes
worn by her in the film. Industry sources estimate at least
Rs 15-20 crores of brand spends to be blocked for promotions
director Madhur Bhandarkar and producer UTV's vision is finally
ready and I am glad I could live through Mahi the character.
It's been an exhilarating experience and Madhur has pushed
the envelope to bring out a strong performance from me. Heroine
is a women oriented film and I am happy that brands today
are open to associate with such films which was never the
case before. The trend is changing and I'm glad to have instigated
it," said Kareena Kapoor.
has an author-backed role for Kareena and Madhur's zeal to
make it the way he had envisioned has prompted many brands
to see an opportunity worth associating. Even though it's
a heroine led film, because of its sheer content and Kareena's
strong brand recall, we have successfully managed to have
key brands on board. The product placement is integrated with
the film's storyline in a manner that is inherent to the narrative
and accelerates the story further." Observed Disney UTV
executive director - marketing, studios, Shikha Kapur.
may be interesting to learn that the Vidya Balan-starrers
Kahaani, The Dirty Picture and No One Killed Jessica had no
brands associated with them, while the Priyanka Chopra-starrer
Fashion had brands like Sunsilk, Lenovo, Reebok and Kimaya
associated with it and the Sonam Kapoor-starrer Aisha had
Loreal, Christian Dior Couture and DLF Emporio associated