Siyaram Silk Mills' Mistair partners with Viacom 18's 'Inkaar'

Mistair– a division of Siyaram Silk Mills has associated with Viacom 18 Motion Pictures next ‘INKAAR’ as a style partner. The Inkaar inspired collections called “Powerplay” was launched last evening in Mumbai. Present at the event were Mr. Ramesh Poddar, Managing Director and Chairman of Siyaram Silk mills along with the star castof ‘Inkaar’.

The highlight of the event was the fashion showthat unveiled the Inkaarinspired collection called “POWERPLAY”.The grand event was concluded by none other than Inkaar’s lead actress Chitrangada Singh as the Showstopper.

Speaking on the event, Ramesh Poddar - Managing Director and Chairman of Siyaram Silk Mills quoted, “We are very happy to be associated with Viacom 18 motion pictures movie ‘Inkaar’as their Style Partners. This gave us an opportunity to display our corporate collections by Mistairfrom the house of Siyaram Silk Mills for the New Age fashion conscious youth who opts for stylish formal wear to create an impression in their workplace.”

Vikram Malhotra, Chief Operating Officer of Viacom18 Motion Pictures said, “Inkaar is a story set in Corporate India. The story revolves around the relationship and aspirations of two characters, Rahul and Maya, played by Arjun Rampal and Chitrangda Singh, who work in the same office. The film, like its lead stars, is contemporary, chic, glamorous, hard-hitting and powerful. We are pleased to be associated with a brand like Siyaram’s Mistair which reflects the same values and talks to the target audience of Inkaar”.

The association between Mistair and ‘Inkaar’ was facilitated by Carat Fresh Integrated, an experiential marketing agency of Aegis Media India Group.

Siyaram Silk Mills had always been a conservative brand which works on principles. This is the first time that they have ventured into a movie association which is their next step towards being accepted as a brand for the youth. They would look at many such associations in the near future.