Siyaram's Mistair “Powerplays” with film Inkaar

Mistair– a brand of Siyaram Silk Mills has been associated with Viacom 18 Motion Pictures’ next ‘INKAAR’ as a style partner. The Inkaar inspired collection called “Powerplay” was launched yesterday in Mumbai at an event. The highlight of the

event was the fashion show that unveiled the collection and Inkaar’s lead actress Chitrangada Singh as the Showstopper.

Speaking about the association Ramesh Poddar - Managing Director and Chairman of Siyaram Group said, “We are very happy to be associated with movie ‘Inkaar’ as their Style Partners. This gave us an opportunity to display our corporate collections for the new age fashion conscious youth who opts for stylish formal wear to create an impression in their workplace. Keeping in mind the youth segment that Mistair plans to cater to, Powerplay has been offered in vibrant colors, thereby making it a complete techno-commercial collection.”

Talking further about the new collection Rahul Akkara, VP- Marketing, Siyaram said, “The new collection Powerplay is our attempt to reach out a wider audience and capture the young and vibrant consumer. We have introduced new finishing for the fabric which is more colorful and glittery.” Mistair for the first time has also introduced club wear in its product line. Akkara, further adds, “We have introduced the new club wear collection for the first time in our product; the color pallet used for this collection is also very unconventional. We have bold colors and given shimmer finishing to the fabrics. We believe that weddings in India have a very important place in the mind of a consumer and in Indian weddings we have many functions and occasions that lead to the main wedding date. The new collection is developed keeping this in mind.”

This is the first time Siyaram has ventured into a movie association which is their next step towards being accepted as a brand for the youth. They would look at many such associations in the near future.