In her upcoming movie, Aisha, Sonam Kapoor plays the role of a fashionable girl and to dress her up, producers of the movie -Anil Kapoor Films Co. Pvt. Ltd., and PVR Pictures signed a deal with top International brands like Salvatore Ferragamo and Christian Dior. Normally, these brands do not feature their products in Bollywood movies.
Since Aisha played by Sonam Kapoor and her close friend are fashion conscious, it is natural that fashion would be an integral part of the movie. What is interesting about this whole deal is that for the first time any Hindi movie would showcase high-end fashion instead of mass market products.
According to One India, other major fashion brands who would showcase their products in the movie are- DLF Emporio, Portico and L’Oreal Paris. Portico and L’Oreal Paris are going to promote their brands with TV commercials showcasing various scenes from Aisha.
Sonam Kapoor’s younger sister, Rhea Kapoor, who is producing the movie, said, “We shot the film in 67 days but six months time period is spent before the shooting to tie up with the renowned brands. These tie-ups are done during and before the scripting stage”
Kalyani Chawla, Vice President, Christian Dior said that the movie will use 60 Dior dresses and accessories that will be put on Sonam Kapoor and other actors in the movie. On the other hand, Pallavi Tibrewal, Vice-President, Marketing, Portico, said that they would introduce 10-12 designs during the launch of the movie.
Aisha which would release on August 6, 2010 will star Sonam Kapoor and Abhay Deol in the female and male lead. In the movie, Sonam Kapoor will be seen carrying a Lady Dior purse and Abhay Deol would don suits from Dior.