CLOSEUP launches limited edition 'Yeh Jawaani Hai Deewani' packs

Closeup, India’s Market leader in gel toothpaste segment for over three decades announced a one-of-its kind collaboration as the partner of Dharma Production’s upcoming Bollywood movie ‘Yeh Jawaani Hai Deewani’. Closeup has launched a limited edition Yeh Jawaani Hai Deewani toothpaste pack. Each pack includes a Closeup Yeh Jawani Hai Deewani friendship band autographed by Ranbir Kapoor & Deepika Padukone.

The star studded event was hosted at Taj Land’s End, Mumbai and attended by lead actors Ranbir Kapoor along with Deepika Padukone and Atul Sinha, Category Head - Oral Care at Hindustan Unilever Ltd. The event was also live webcasted on www.facebook.com/closeupindia

The occasion witnessed the launch of a Yeh Jawaani Hai Deewani – centric Closeup TV commercial introducing the special Closeup packs with autographed friendship bands. In addition, with a live demo, the lead pair of the movie – Ranbir Kapoor and Deepika Padukone also announced the launch of a unique ‘closeup with stars’ augmented reality application, now available on Google play store and soon for iOS. The stars also publicized an online event on May 28, wherein they would host an exclusive webchat on www.facebook.com/closeupindia

Speaking at the event, Atul Sinha, Category Head - Oral Care at Hindustan Unilever Ltd, said, “We are very excited to associate with Yeh Jawaani Hai Deewani, the most-awaited movie of the year. Closeup has always been synonymous with 'Freshness' that gives you the confidence in social situations and is aimed at every person who is young at heart. This movie is a perfect fit for us since it truly embodies what our brand stands for. Our intention is to offer multiple engagement opportunities to our consumers - from the special pack with friendship bands to technology engagement. We are confident that this partnership will bring more excitement for our consumers.

Commenting on the association, Apoorva Mehta, CEO- Dharma Productions said, “Closeup & Dharma Productions are two huge brands that exemplify wholesome products! We couldn't have found a better fit than Closeup to tie up with for a film like Yeh Jawaani Hai Deewani.  A young romance is always associated with vibrant smiles, energy and joi de vivre, and all of these three characteristics are associated with a brand like Closeup! It also helps that the lead pair Ranbir Kapoor and Deepika Padukone both wear very attractive smiles! So Yeh Jawaani Hai Deewani and Closeup is an apt coming together of two quality brands!”

Highlighting this unique collaboration, Archana Jhangiani, Partner Invention, Mindshare Fulcrum, the media agency of  Hindustan Unilever Ltd, said, “We thrive in coming up with unique media opportunities that connect a brand to its target consumers' passion points. Movies are no doubt the biggest passion in our country and we actively leverage their power to strengthen and differentiate the brand conversations. Therefore, movies for us, is a priority media platform and intrinsic to the brand's communication strategy”