Jabong.com launches a fashion collection inspired by ‘Mein Tera Hero’
by EVENTFAQS Bureau | < a href = '/news/corporate-brand-marketing' > Marketing a > | April 10, 2014 | News
Retailing a series of Bollywood inspired collections on its website with films like Yeh Jawani Hai Deewani, Bhaag Milkha Bhaag and Dhoom 3, Jabong.com has yet again tied up with a Bollywood film, this time with ‘Main Tera Hero’ which released last week.
The fashion collection which includes apparels, accessories and footwear was showcased at an event held at Sea Princess Hotel in Mumbai two weeks ago and is exclusively available on Jabong.com. The association was announced in the presence of the film’s star cast (Varun Dhawan and Ileana D’cruz) along with Praveen Sinha, Co-Founder and MD, Jabong.com.
Bottomline Media is responsible behind the association. Commenting on the same, Tanaaz Bhatia, CEO & Founder, Bottomline Media, said: "Main Tera Hero is a fun and youthful film with the country’s three most promising actors essaying lead roles. So when we had to think of an equally cool and fun platform to launch the film’s line of clothing and accessories, we couldn’t have asked for anything better than Jabong.com! Off late we’ve seen a steady increase in the trend of shopping online and we’re sure that with this association, more and more people can aspire and get access to trendy fashionable attire and dress like movie stars."
Praveen Sinha of Jabong.com was invited on stage to speak a few words on the association with the film. A troupe of dancers then performed on songs from the film while wearing the inspired collection. The stars joined the dancers as well, before Sinha presented them with a memento from Jabong.com. After unveiling the collection, the stage was then open for a photo session and questions from the press.
Speaking on the occasion, Praveen Sinha, Co-Founder and Managing Director, Jabong.com said: “Jabong.com has always aspired to create fashion statements through its’ highly fashion forward customers. Our association with such Bollywood movies is our way of bringing the latest and fresh fashion closer to our customers but with a better accessibility. We are excited to see a promising response from this collection. The youthful yet chic and stylish element of the movie perfectly synergises with the fashion quotient of Jabong.com. With the association, Jabong.com unleashes a collection with the most funky, quirky styles of the season, giving its customers a chance to emulate the movie stars.”
Adding further, Alpana Mishra, CEO at Balaji Motion Pictures said: “Innovative strategies for co-branded communication are vital to film marketing. The association of our film with Jabong is clearly one of those and the entire team here at Balaji is very excited about this partnership.”
The collection offers t-shirts for men and women, dresses for young girls, stylish pants, chic footwear, sunglasses, watches and jewellery.
Bottomline Media was the agency behind this association between the film and online retail brand.