The female lead Sonam Kapoor and the rest of the cast will be swathed in as many as 60 Dior dresses and accessories in the movie produced by sister Rhea and co-starring Abhay Deol, according to Kalyani Chawla, vice-president (marketing and communications) at Christian Dior Couture. The film releases on 6 August.
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It’s the first time that brand integration has shifted from mass market products to high-end fashion brands. The Rs20 crore film also showcases L’Oreal Paris, Portico and posh shopping destination DLF Emporio. According to producer Rhea Kapoor, the film was shot in 67 days, but the pre-production, including tie-ups with coveted brands, took nearly six months. “Our tie-ups with these brands happened before —or during—the scripting stage. The idea was to integrate them as organically as possible,” explains Kapoor.Read full article here
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