Carat Fresh Integrated joins Siyaram's 'Mistair' with Viacom 18's 'Inkaar'

Aegis Media’s experiential marketing agency - Carat Fresh Integrated is on the roll by facilitating yet another successful brand association between Mistair-a division of Siyaram Silk Mills and Viacom 18 Motion Pictures’ next Inkaar.

As a part of the association Mistair launched a new range of corporate apparel collection called ‘Powerplay’ inspired by the film through an exclusive fashion show in January, 2013 at Taj Lands End, Mumbai. The co-branded association between Viacom 18’s Inkaar and Mistair includes in-film brand placement within the movie, transit media branding, print and outdoor media branding. The exclusive launch event for ‘PowerPlay’; wherein Chitragada Singh appeared as the Showstopper was also planned and executed by Carat Fresh Integrated.

Commenting on Carat Fresh’s role in the association, Rahul Akkara, President- Marketing, Siyaram Silk Mills said, “We are pleased to be associated with Sudhir Mishra’s Inkaar. This is the first time that Siyaram’s has been a part of a Bollywood movie and we will look at many such associations. Carat Fresh Integrated played a crucial role in bringing Mistair and Viacom 18 Motion pictures together and made this a successful event”.
Commenting on the same Rudrarup Datta- VP, Marketing and Operations, Vaicom 18 Motion Pictures said, “Inkaar is one of the most exciting films from the Viacom stable in 2013. It captures multiple facets of the urban corporate world and portrays it in an unapologetic and intrepid manner. Sudhir Mishra’s flair for handling complex subjects is at its epitome in the film. Starring one of the hottest on-screen pair Arjun Rampal and Chitrangada Singh, it has style and class embedded in every frame. Our association with Mistair and the ‘Powerplay’ range epitomizes the quintessence of the film. We would want to thank Carat Fresh for bringing this combination together.”

Inkaar is a power packed corporate drama that captures the shift in dynamics between a venerated CEO and his protégé, when power and sex adds up to the equation. The film starring Arjun Rampal and Chitrangada Singh is contemporary, chic, glamorous, hard-hitting and powerful. While, Mistair targets New Age fashion conscious youth who opts for stylish formal wear to create an impression in their workplace. Both put together, forms a perfect brand fit and a fabulous combination for the corporate audience.
Commenting on the association, Sidharth Ghosh, VP - Carat Fresh Integrated said, “Branded Entertainment goes beyond the scope of mere entertainment, targeting consumers in the right frame of mind. The trick is to capture the right consumer in the apt frame of mind by exploring ideal brand associations. Mistair-which targets corporate youth was a perfect brand fit with Inkaar-which is set in Corporate India and will capture the right audiences for the brand.”

The exclusive ‘Powerplay’ collection by Mistair will be available at select retail outlets for the audiences to get that perfect yet vibrant corporate look.