Mistair, a division of Siyaram Silk Mills, has associated with Sudhir Mishra's upcoming film Inkaar as its style partner and also launched a collection inspired by the film.
Titled Powerplay, the collection was launched on Thursday in the presence of Ramesh Poddar, managing director and chairman of Siyaram Silk mills along with the star cast of the movie that stars Arjun Rampal and Chitrangada Singh in the lead roles.
The film deals with sexual harassment at the workplace. While Arjun plays the CEO of an advertising firm, Chitrangada is cast as a copywriter in the movie coming out Jan 18. The film is produced by Viacom 18 Motion Pictures.
"Inkaar is set in corporate India. The film, like its lead stars, is contemporary, chic, glamorous, hard-hitting and powerful. We are pleased to be associated with a brand like Siyaram's Mistair which reflects the same values and talks to the target audience of Inkaar," said Vikram Malhotra, chief operating officer of Viacom18 Motion Pictures, in a statement.
The entire range of Powerplay is exclusively available at select retail outlets of the brand.
"It (the partnership) gave us an opportunity to display our corporate collections by Mistair from the house of Siyaram Silk Mills for the new age fashion conscious youth who opts for stylish formal wear to create an impression at their workplace," said Poddar in a statement.