Future Group to retail Saawariya merchandise

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Future Group in alliance with SPE Films India, a part of Sony Pictures Entertainment (SPE) and SLB Films, will launch a special range of merchandise. Named after the forthcoming film Saawariya, the collection will be available across categories including apparel, home, bed, bath and linen, and also beauty products.

Future Group will launch this special range in over 300 stores across 42 cities in the country.

“Movies are a passion that binds together all Indians, young and old alike. We at Future Group recognise this. Through the merchandise available at out stores, customers can live the movie in their real lives,” is how Kishore Biyani, CEO, Future Group, summed up the latest venture.

Uday Singh, CEO, SPE Films India, said, “Saawariya is a unique collaboration with one of India’s most well known and acclaimed directors, Sanjay Leela Bhansali, and is our first local language co-production. Sanjay’s films have always made a deep emotional connection with audiences everywhere, especially due to their visual
splendour. Therefore, it is exciting to create high-quality merchandise that keeps the essence of the film alive and gives consumers the opportunity to personalise the Saawariya experience. We are delighted that Future Group is partnering with us to take the magic of Saawariya across the country.

In addition, consumers will also get to buy an exclusive range of caps, badges, wristbands, coffee mugs and stationery including calendars, 2008 year book, pads, envelopes, and postcards.

The alliance indicates that the retail fraternity understands the potential of Bollywood marketing and branding practices. With many retail giants entering the country, the future will likely see more such associations.

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