Charminar, the flagship roofing brand owned by building materials behemoth HIL Ltd, has announced its brand association with Salman Khan’s upcoming Hindi-language historical period movie, ‘Bharat’ scheduled for Eid release.
The Hyderabad-based major will promote the movie through a co-branded TVC highlighting the strengths of the brand linked to the film scenes or storyline to maintain its leadership position in the market and grow “the brand love” for Charminar and Charminar Fortune among the masses and “excite” channel partners, the company said in a statement.
“Our flagship brand Charminar is a leader in the roofing solution category, and the product has always been associated with trust and dependability. Under Charminar and now Charminar Fortune, we have continued to provide dependable roofing solutions for 70-plus years. We strive to explore new and innovative opportunities to connect with our customers and take these virtues of our brand ahead,” said the company’s MD and CEO Dhirup Roy Choudhary.
Choudhary added, “Salman Khan is Bollywood’s leading actor of today’s time, who is as dependable on box office as our products. Through our association with Salman Khan’s upcoming movie ‘Bharat’, we hope to engage our customers, increase brand awareness and provide a fresh take to evolve the market for Charminar.”
Atul Agnihotri, the producer of ‘Bharat’, said, “As our film says it’s a ‘journey of a man and a nation together, the brand has also been serving our country for the last 70 years. The brand association with ‘Bharat’ was a perfect fit. We are glad to have HIL on board.”
Bhushan Kumar, CMD, T-Series, said, “Bharat is a story of the ‘journey of a man and a nation together’ led by Salman Khan’s character in different eras of life with changed looks and personalities. Hence, the association with HIL is a natural fit as the company has a rich legacy of 70 plus years serving the nation with its wide range of building products. We are glad to have HIL on board, a company that aims to build a stronger India by modernising and streamlining its products and solutions.”
‘Bharat’, produced by Bhushan Kumar, Alvira Agnihotri, Atul Agnihotri, Krishan Kumar under the banners of T-Series, Reel Life Productions and Salman Khan Films, is written and directed by Ali Abbas Zafar. The film stars Salman Khan, Katrina Kaif, Tabu, Disha Patani, Sunil Grover and Jackie Shroff. It traces India’s post-independence history from the perspective of a common man and follows his life from the age of 18 to 70.