iconimg Wednesday, April 01, 2015

Agencies
New Delhi, June 11, 2010
Remember the cynical-about-love protagonist of Mills and Boon who had all the girls swooning over him. The one who eventually serenades his lady love and together they write a love saga. It comes with no surprise that the publishers- Harlequin Mills & Boon have decided to partner with Dharma Production’s next I Hate Luv Storys as they felt that chocolate boy, Imran Khan fits the bill perfectly for an M & B prototype.

Karan Johar, producer of the film confirmed the news: “Yes, we do have an exclusive association with Mills & Boon. They are coming up with an IHLS special edition, which is a compilation of all the classics. They felt a strong synergy between the theme of our film and a classic Mills & Boon romance,” he told Mumbai Mirror.

The tie-up will produce a series of eight books which will feature the story of Imran’s character from the film who doesn’t believe in love. The book will also have the cover of I Hate Luv Storys.

Johar believes that Imran Khan represents the quintessential Mills & Boon romantic lead because of his character in the film who is cynical about the power of love but eventually becomes a convert.

To create a buzz and excitement amongst the readers, the publishers have launched an initiative for them to meet Imran Khan.

Manish Singh, country manager for Harlequin Mills & Boon India Pvt Ltd, told Mumbai Mirror, “While there are certain universal traits in our heroes, which resonate across our readership base of 16 to 60 years, Imran Khan obviously has tremendous appeal amongst the younger generation.”