MUMBAI: Greetings major Archies has tied up with Entertainment One's forthcoming movie Waqt and will be introducing the character of Geri Giraffe in the same.
Archies has been instrumental in the evolution of the social expression industry in India, offering “the most special way to say you care.” The creation of the original Archies' character for Waqt, Geri Giraffe, is an initiative to celebrate the very special father-son relationship, and an ode to the unconditional love of parents towards their children.
The association between Waqt and Archies brings to the consumer an entire range of Geri Giraffe merchandise comprising greeting cards, soft-toys, stationeries and posters available across all Archies outlets and paper-rose shops. In keeping with the credo of being the pioneers in the industry, Geri, represents another Archies marketing innovation, and a trendsetter with Geri Giraffe being the first-ever central character in any Bollywood movie.
"Waqt is a tribute to the father-son relationship, and Geri Giraffe epitomises the unconditional love that parents employ, rely on, and draw strength from; allowing them to weather the years of diligence and sacrifice," said Archies Ltd executive director Vijayant Chabbra.
"Having ushered in the social expression revolution in the country, today Archies is an embodiment of myriad human emotions. We are glad to be able to touch many more with our Geri in Waqt," Chabbra added.
Commenting on the association with Archies, Waqt producer Vipul Shah said, "The setting of Waqt is the interplay of personal relationships, and how the emotion of love triumphs against all odds. Archies truly represents the emotions of the teeming millions of the country. It's an apposite fit with the message the movie communicates."
Starring Amitabh Bachchan, Akshay Kumar, Priyanka Chopra and Geri Giraffe, the movie is a family drama of the re-union of a father and son, who had parted ways due to individualistic ideals. A very crucial character in the movie, Geri, plays the role of uniting the father and the son.
Apart from launching an entire range of Geri Giraffe soft-toys and collectibles, Archies has also launched a range of Waqt stationery and merchandise. The Geri Giraffe range is priced between Rs 30 and Rs 3,333.
