Manmohan Taparia
Jan 19, 2013

Weekend Fun: Inkaar

The movie, whose plot revolves around two ad agency professionals, hits Indian cinemas today

Weekend Fun: Inkaar

Arjun Rampal and Chitrangada Singh starrer Inkaar is a film that deals with corporate life in today’s India.

The film is directed by Sudhir Mishra and produced by Viacom18 Movies. The plot revolves around two characters who work for an advertising agency in Mumbai, and the politics which ensues between them as they fight for power within the organisation.
 

Keeping with the plot, brand associations with Inkaar are many.
 
Mistair, a division of Siyaram Silk Mills, has associated with the film as a style partner. The brand has even launched a special collection, ‘Powerplay’.
 
Gold’s Gym has associated itself with the movie as fitness partner, in an bid to promote fitness among those in the corporate world. The tie up saw the film’s lead actors and director visit the gym’s branches to promote the film, and for Gold’s Gym to leverage its official partner status.
 
Bisleri is Inkaar’s hydration partner. In sync with the movie, the brand has adopted a tag line ‘Quench your thirst for ambition’, seen now on its water dispensers.
 
With an agency setting and a male-versus-female twist, Inkaar might just be worth your time this weekend.
 
Disclosure, with no reference to the film by that name: We haven’t seen the movie yet.
Source:
Campaign India

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