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HindustanTimes Sun,21 Sep 2014

Brand with the best

Shalvi Mangaokar, Hindustan Times  Mumbai, February 21, 2013
First Published: 13:55 IST(21/2/2013) | Last Updated: 18:13 IST(21/2/2013)

Two years ago, we saw him make his Bollywood debut with the John Abraham starrer Force. Now, Vidyut Jamwal is ready with his second release, Commando - A One Man Army, directed by Dilip Ghosh and produced by Vipul Shah. And surprisingly, the film has already been offered seven brand associations — something that is very rare for a film starring a newcomer. 

The credit goes to Vidyut’s appeal and high-octane action scenes, due to which fitness, fashion and lifestyle brands want to be associated with the film. Commando will show Vidyut do some action-packed stunts — hand-to-hand combat, mid-air splits, somersaults, flip punches and impact attacks, to name a few — all without a body double.

“Given the stunts and action sequences, the film promises via the trailer, audiences have given it a rave response. Within three weeks of its launch, the trailer has already amassed more than a million hits,” says a source close to the production house.

He adds: “Given this rising popularity, brands have been very forthcoming in wanting to align with the film, and in turn with Vidyut. What makes this more noteworthy is the fact that getting brand associations has previously been a struggle even for large production houses who have launched new faces, simply because they weren’t sure of the newcomer’s future and acceptance by audiences.”

The source also reveals that given Vidyut’s individual positioning and appeal within the fitness, sports and lifestyle space, brands across categories such as automobiles, bikes, health food, denims, eyewear, shoes and fuel, among others, have shown interest in associating with Vidyut and the marketing of Commando.

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