• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

New Delhi , Nov. 16

And this time, it is Dhoom 2 riding high on the waves of Bollywood movies endorsing corporate brands. The movie has already announced its association with Pepe Jeans and Suzuki motorcycles.

Pepe Jeans, recently announced the launch of its D: 2 Collection, in an exclusive association with Yash Raj Films, the movie's producers and distributors. Pepe Jeans, has been signed as the sole merchandising brand partner for all fashion apparels and accessories for Dhoom 2.

"The tie up with Pepe Jeans gives us yet another opportunity to reach out to our viewers, and to enable them to experience the franchise and extend it beyond the movie screen into their day to day lives," said Mr Sanjeev Kohli, CEO, Yash Raj Films.

The launch of the collection will be backed with an aggressive media campaign covering television, magazines, billboards and print.

The movie has also tied up with Suzuki Motorcycle India Pvt Ltd, a subsidiary of the Japan-based Suzuki Motor Corporation, to use three of its motorbikes in the movie.

The three models, one 1,000cc and two 600cc, of the company used were, GSX-R1000K6, GSX-R600K6 and GSR600KS6. "Dhoom 2 offers a unique opportunity to showcase not only our super-bikes but also our advanced technology used even in Zeus, our value packed motorbike," said Mr Katsumi Takata, Joint Managing Director, Suzuki Motorcycle India Pvt Ltd.

The endorsements by Dhoom 2 come after a slew of such endorsements by other big budget movies. For instance, the recent Shah Rukh Khan blockbuster Don had brands like Tag Heuer and Motorola on board amongst other big brands. Krishh, the Indian version of Superman, starring Hrithik Roshan, has its clips being used as a promotion for Singapore Tourism and so on.

More Stories on : Promotions & Offers | Cinema | Two/Three Wheelers | Readymade Garments

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Kerala realty developers go digital

Copyright © 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line