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Viacom18's Inkaar gets Siyaram's Mistair as style partner

Mumbai: Mistair, a division of Siyaram Silk Mills, has associated with Viacom 18 Motion Pictures‘ next ‘Inkaar‘ as a style partner.

Mistair has launched special collection called "Powerplay" in association with the movie that is set to release on 18 January.

Siyaram Silk Mills managing director and chairman Ramesh Poddar said, "We are very happy to be associated with Viacom 18 motion pictures movie ‘Inkaar‘ as their Style Partners. This gave us an opportunity to display our corporate collections by Mistair from the house of Siyaram Silk Mills for the New Age fashion conscious youth who opts for stylish formal wear to create an impression in their workplace."

The entire range of Powerplay is available at select retail outlets. Keeping in mind the young age segment that Mistair caters to, Powerplay has been offered in vibrant colours, thereby making it a complete techno-commercial collection, the company said.

Viacom18 Motion Pictures chief operating officer Vikram Malhotra said, "Inkaar is a story set in Corporate India. The story revolves around the relationship and aspirations of two characters, Rahul and Maya, played by Arjun Rampal and Chitrangda Singh, who work in the same office. The film, like its lead stars, is contemporary, chic, glamorous, hard-hitting and powerful. We are pleased to be associated with a brand like Siyaram‘s Mistair which reflects the same values and talks to the target audience of Inkaar".

The association between Mistair and ‘Inkaar‘ was facilitated by Carat Fresh Integrated, an experiential marketing agency of Aegis Media India Group.

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