Mindshare facilitates Closeup’s ‘Yeh Jawaani…’ packs

30 May,2013

By A Correspondent


Closeup, the toothpaste brand from Hindustan Unilever Ltd, has announced its collaboration with Dharma Production’s film ‘Yeh Jawaani Hai Deewani’ by launching limited edition Yeh Jawaani Hai Deewani toothpaste packs. Each pack includes a Closeup Yeh Jawani Hai Deewani friendship band autographed by Ranbir Kapoor and Deepika Padukone.


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.”


Speaking on the tie-up, 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. 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!”


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