India’s largest hypermarket chain, Big bazaar, which is a part of the Future Group, has tied up with an upcoming Bollywood movie London Dreams in order to create ‘Fashion jo Star bana de’. The retail major has been associated with several films in the past and has created merchandise for films like Hanuman and Kkrish to mention a few.
Sanjeev Agrawal, concept head, Fashion@Big Bazaar explains, “Today’s youth emulate their stars and the latest trends portrayed by them in the films. Fashion@Big Bazaar has been launched to give every youth in the country an access to the latest in fashion at affordable prices. This tie up for exclusive ‘London Dreams’ merchandise will allow us an opportunity to dress the youth one more time. The movie is about friendship and music and has a very youthful treatment and hence we at Fashion@Big Bazaar have launched this collection inspired by the style statements of the stars.”
Keeping true to the underlying theme of the upcoming movie, the specially created collection of shirts, t-shirts and denims for both men and women are designed according to the style statements of the characters played by Salman Khan, Asin, Ajay Devgan and Ranvijay Singh. The price range has been made very affordable for the youth by keeping it at Rs 229 onwards for menswear and Rs 199 onwards for womenswear.
—Sayanti Banerjee, Mumbai Bureau