Jealous 21’s ‘Heroine’ connect

Eight brands are in the race to gain mileage after signing up with Bollywood actress Kareena Kapoor’s forthcoming film ‘Heroine’. Apart from brands that Kareena endorses like Lakme and Head & Shoulders, Jealous21 from Indus League Clothing and Cera are the first-timers to crack silver screen deal. All these brands will collectively spend roughly around Rs 25 crores on in-film placements as well as to promote the film via multiple media avenues including TV commercials and events.

The Heroine inspired collection by Jealous 21 was launched by the film’s leading lady Kareena Kapoor in Mumbai recently. “Grab the spotlight with Jealous 21” is the theme of the line of apparels launched through this association. “My look in the movie is both glamorous and stylish. I am thrilled to be launching the ‘Heroine inspired collection by Jealous 21’dedicated to the movie. It is so fashionable.” said Kareena.

“Jealous 21 is delighted to associate with the movie ‘Heroine’ and the glamorous Kareena Kapoor. She is an ideal representation of today’s young woman- confident & stylish!” said Rachna Aggarwal, CEO, Indus League Clothing.

The Collection’ includes evening dresses, denims, party tops all the right mix for that extraordinary glamorous look. The company will spend a couple of crores on promotions that include a fashion show to promote a line inspired by the film. Associating with ‘Heroine’ is part of the company’s marketing strategy to take Jealous21 from its revenues of Rs 70 crores to the Rs 100 crores mark in the current year.