Kareena gets the brandwagon for Heroine

  • IANS, Mumbai
  • |
  • Updated: Aug 31, 2012 18:40 IST
  • Kareena Kapoor

    Kareena Kapoor is leaving no stone unturned in promoting her upcomimg film Heroine. Here's a look at the diva on a promotional spree.

  • Madhur Bhandarkar and Actress Kareena Kapoor

    Director Madhur Bhandarkar and Actress Kareena Kapoor at a Press Conference For Their Film Heroine in New Delhi.

  • Kareena and Madhur

    Kareena and Madhur pose at Heroine promotions in Delhi.

  • Kareena Kapoor

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  • Bebo and Madhur

    Bebo and Madhur address fans and media at the Heroine press conference.

  • Madhur Bhandarkar and actress Kareena Kapoor

    Director Madhur Bhandarkar and actress Kareena Kapoor at the promotion of their film Heroine in New Delhi on Tuesday.

  •  Kareena Kapoor

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  • Kareena

    Kareena Kapoor will land on a cruise ship and cut her birthday cake in theatres for Heroine. “Madhur’s idea is to have me cut birthday ...

  • Kareena's

    Kareena's pose exudes confidence and attitude in this picture.

  • Madhur Bhandarkar

    Heroine director Madhur Bhandarkar was also seen at the launch event in Mumbai.

Women-centric films have caught the right attention in recent times, thanks to unique content and strong roles. But for Heroine, Kareena Kapoor has gone a step ahead and managed to bring as many as eight brands on board - said to be the most for any female-oriented Hindi movie so far.

According to industry sources, an estimate of at least Rs.20 crore of brand-spends will be blocked for promotions of Madhur Bhandarkar's Heroine, releasing on September 21.

Lakme, Head and Shoulders and Monarch Universal are the brands Kareena endorses and have associated with the film, apart from others like Cera, Rupa, Jealous21, Sugar Free and Cocoberry which have come on board for in-film integration and various media associations.

"Heroine is a women-oriented film and I am happy that brands today are open to associate with such films which was never the case before. The trend is changing and I'm glad to have instigated it", said Kareena, adding that Bhandarkar "has pushed the envelope to bring out a strong performance from me".

Lakme is launching Heroine branded make-up under the Absolute range, endorsed by Kareena, and apparel brand Jealous21 will introduce a special clothing line inspired by the clothes worn by Kareena in the movie, which narrates the behind-the-scenes life of an actress.

"Heroine has an author-backed role for Kareena and Madhur's zeal to make it the way he had envisioned has prompted many brands to see an opportunity worth associating," said Shikha Kapur, executive director Marketing, Studios, Disney UTV.

"Even though it's a heroine-led film, because of its sheer content and Kareena's strong brand recall, we have successfully managed to have key brands on board. The product placement is integrated with the film's story line in a manner that is inherent to the narrative and accelerates the story further," added Kapur.

Earlier, women-oriented film like Fashion and Aisha tied up with popular brands.


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