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IIFA launches its own range of merchandise

The first range on offer will be Bollywood styled outfits from designer Vikram Phadnis. On display will be the range from the forthcoming Amitabh Bachchan-starrer Bhootnath, reports Varun Soni.

entertainment Updated: Apr 14, 2008 23:24 IST
Varun Soni

It is no longer just Bollywood movies launching movie merchandising to bolster the prospects of a new film, but the trend has now caught on to film awards functions as well. Incredulous as it may sound, but the popular India International Film Awards (IIFA) too has jumped onto the merchandising bandwagon.

IIFA has tied-up with Mumbai-based ethnic fashionwear brand Biba to launch exclusive stores called IIFA Bling for Biba, selling right from trophies to memorabilia to Bollywood styled ready-to-wear. There are also plans to launch the red carpet collection after the awards function, which is going to be held from June 6-7, 2008 at Bangkok.

Launching in Gurgaon (Ambi Mall) and Mumbai (Oberoi Mall) in the next two weeks, the IIFA merchandise will also be available through the Rs 92 crore worth Biba’s distribution channel that includes Shopper’s Stop, Pyramids, Lifestyle etc. IIFA Bling for Biba will also be launching their exclusive outlet at Thailand’s Central Mall this year.

Said Sanjay Bindra, Director, Biba Apparels, “This is the first time that merchandise related to a film awards function will be retailed through exclusive outlets. While IIFA will provide the platform, Biba will provide the distribution network.”

The first range on offer will be Bollywood styled outfits from designer Vikram Phadnis. On display will be the range from the forthcoming Amitabh Bachchan-starrer Bhootnath with prices ranging from Rs 500 to Rs 18,000.

“IIFA Bling is a platform that will help consumers experience stardom and is the closest he/she can get to Bollywood and IIFA,” said Sabas Joseph, Director, Wizcraft International Entertainment, IIFA’s event management company.

Move merchandising is not new to Bollywood, though it is not as organized a market as it is in Hollywood. A minor flurry of sorts was caused in the 1970s when Dimple Kapadia’s jewellery in Bobby was sold in some select stores.

However, there was a long lull after that the first copyrighted merchandise was probably after the release of the Esha Deol starrer Na Tum Jaano Na Hum in 2003 in the shape of the ‘Tutu’ dolls, which on balance, did better than the film. In fact, one particular costume the actress wore in the film has grossed the retailer Rs 20 crore so far!