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Bollywood has been associated with various fashion brands through their films all these years. But, the Sonam Kapoor starrer movie Aisha has managed to tie-up with high-end international brands like Salvatore Ferragamo and Christian Dior, which are usually unavailable for Hindi films. Aisha, which is co-produced by PVR Pictures and Anil Kapoor Films Co. Pvt. Ltd, is a film, which deals with a fashionable girl played by Sonam, who is also very fashionable in reel life. So, the association with big fashion brands was an integral part of the film.
Kalyani Chawla, the vice-president (marketing & communications) at Christian Dior Couture, informed that the movie produced by Rhea Kapoor will use 60 Dior dresses and accessories. These will be put on by the female lead Sonam Kapoor and other cast members. The film, which also stars Abhay Deol, will release on August 6. This move from the mass market products to high-end fashion brands, has taken place for the first time in case of brand integration. Aisha with a budget of Rs 20 crore, displays renowned fashion brands like DLF Emporio, Portico and L"Oreal Paris.
Rhea Kapoor, the producer of the film informs, “We shot the film in 67 days but six months time period is spent before the shooting to tie up with the renowned brands. These tie-ups are done during and before the scripting stage" Aisha has become the first Bollywood film to have an association with Dior to this degree. Throughout the movie, Sonam will be seen carrying a Lady Dior purse and the male lead Abhay will put on Dior suits.
Pallavi Tibrewal, the vice-president (marketing) of Portico, informs that under the Portico Aisha collection, the company will introduce 10-12 designs, which will take place around the time of launch of the movie. In fact, Portico and L"Oreal Paris are planning to promote their brands with television commercials in association with the imagery from the film.