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Kareena leads the brand race with HEROINE

September 1, 2012 12:07:46 PM IST
By Glamsham Editorial
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Today women centric films are garnering all the right attention not just for being glamourous but with great content and author backed roles and collecting moolah at the box office. But Kareena Kapoor has gone ahead and she has managed to get maximum brands for her upcoming film HEROINE.

Trade pundit say she is 'leading and coming at par with her male colleagues in the industry'. Kareena Kapoor's much awaited film HEROINE has managed to get over eight brands on board. This is by far the most for any heroine oriented film.

view HEROINE posters
view HEROINE posters

Industry sources estimate at least 15-20 crores of brand spends to be blocked for promotions around HEROINE.

CHECK OUT: HEROINE makers went to Dubai to record song with Rahat

"My director Madhur Bhandarkar and producer UTV's vision is finally ready and I am glad I could live through Mahi the character. It's been an exhilarating experience and Madhur has pushed the envelope to bring out a strong performance from me. HEROINE is a women oriented film and I am happy that brands today are open to associate with such films which was never the case before. The trend is changing and I'm glad to have instigated it," says Kareena Kapoor.

Shikha Kapur, Executive Director - Marketing, Studios, Disney UTV, says, "HEROINE has an author backed role for Kareena and Madhur's zeal to make it the way he had envisioned has prompted many brands to see an opportunity worth associating. Even though it's a heroine led film, because of its sheer content and Kareena's strong brand recall we have successfully managed to have key brands on board. The product placement is integrated with the film's story line in a manner that is inherent to the narrative and accelerates the story further."

view HEROINE videos


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