The occasion was
hosted to announce Sunsilk as the
official hair
expert partner of the movie ‘2 States’
with the launch
of #Sunsilkdreamjob campaign
& introduction
of exclusive movie merchandize packs
------------------------------------------------------------------------
Mumbai, March 28, 2014: Sunsilk, India’s
premium hair care brand announced a one-of-its kind collaboration as the partner
of Nadiadwala & Dharma Production’s produced upcoming Bollywood movie ‘2 States’, an Indian Romantic Drama
film based on the 2009 novel of the same name written by Chetan Bhagat.
The film is a story
about a journey of one young couple from their college love phase to marriage, starring
Arjun Kapoor as ‘Krish Malhotra’, a typical fun loving Punjabi boy and Alia
Bhatt as ‘Ananya Subramaniam’, a stunningly smart yet a cultured girl from a
Tamil- Brahmin family. It is a humorous take on inter community marriages in
India.
The movie is in
collaboration with the leading hair-care expert, Sunsilk; a brand that has always stood for a ‘now or never’
attitude. The brand has associated with the character ‘Ananya’ within the film
with perfect fit. Full of optimism and
gusto, Ananya believes in facing challenges with a smile. Ready to bag her
dream job as a Sunsilk brand manager in the film, she fears nothing. She mirrors
a typical Sunsilk girl’s personality- a dynamic and an optimistic girl who
wants to chart her own course.
The occasion witnessed
the launch of a ‘2 States’– centric Sunsilk Natural Recharge TV commercial introducing
the exclusive campaign. In addition, the lead pair of the movie – Arjun Kapoor
and Alia Bhatt also unveiled the contest and exclusive merchandize in front of
the media.
For 20-something
single girls, hair is often an emotional rollercoaster. Sunsilk understands
this and provides a complete hair care solution that gives a 20 something girl
the confidence to express herself. On this occasion the brand launched its new
variant Sunsilk Natural Recharge association within the film along with its
exclusive movie merchandize packs for an online contest ‘Sunsilk Dream Job’.
Speaking at the
event, Srinandan Sundaram, General Manager- Hair care at Hindustan
Unilever Ltd, said, “We
are very excited to associate with 2 States, the next big blockbuster of the
year. This movie is a perfect fit for us since it truly embodies what our brand
stands for. It was unique for us as our partnership stands strong right from
within the film’s storyline via the main female lead- Ananya. Sunsilk
celebrates a 20 something girl’s confidence to express herself. Therefore to further engage with our
consumers, we are also launching an exciting ‘Sunsilk Dream Job’ digital
campaign that would run parallel to the movie. The idea is to get four regular
aspiring girls a chance to live their dream job. Actress, Stylist or VJ -
whatever their dream jobs might be, Sunsilk and Ananya will work together to
make it happen. We are confident that this partnership will bring more
excitement for our consumers.”
Commenting
on the association, Apoorva Mehta, CEO-
Dharma Productions said, “Sunsilk & Dharma Productions are two huge brands that
receive immense respect for their premium quality products! For a young and
fresh film like 2 States, it was important for us to only partner with a brand
that would perfectly fit with the young attitude and expression of the lead
characters, played by Arjun Kapoor and Alia Bhatt. We couldn't have found a
better fit than Sunsilk that would reflect best with the confident and
attractive personality of Ananya, the lead female character played by
Alia. It also helps that hair plays a big role for us in showcasing her
personality transformation from her college days to a professional! So this
association is no doubt an apt coming together of two quality brands in a
unique way!”
Highlighting this
unique collaboration, Amin Lakhani, leader, South Asia, Team Unilever, Mindshare, said, “This movie partnership brings us immense
pride both for its uniqueness and detailing. It is our constant endeavour to
offer our client unique media opportunities to connect their brands to the
passion point of its target consumer. Movies are no doubt the biggest passion
in our country and we believe in its power to strengthen & differentiate
brand conversations. Our mission is therefore to make movies a priority media
platform and intrinsic to the brand’s content strategy. ”
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