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Maxus ESP crafts brand & film association for ‘Bajirao Mastani’ at ‘Blenders Pride Fashion Tour 2015’

MUMBAI: The Delhi team of Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus has crafted a brand and film association for the 11th edition of Blender’s Pride Fashion Tour 2015 with Eros International and Sanjay Leela Bhansali’s upcoming film ‘Bajirao Mastani’.

Leveraging the period drama’s essence of style and storytelling, Maxus ESP associated with couturier Anju Modi who has created elaborate designs for the film. Modi presented the look and costumes of the film at the event in Gurgaon and concluded with Deepika Padukone bringing alive the movie’s character Mastani on the ramp as the show stopper. For the first time, a co-branded platform was also used to launch a content piece, the song ‘Deewani Mastani’ from the movie.

Maxus ESP creative director Rahul Dua said, “Maxus ESP is committed to creating storytelling opportunities for brands beyond conventional engagements. A compelling story, if married with the right attributes of a brand has the ability to create strong resonance with viewers/consumers. The ground breaking association of Eros International and Sanjay Leela Bhansali’s ‘Bajirao Mastani’ with Blender’s Pride Fashion Tour this year, is a wonderful example of how Maxus ESP unlocks this value for our clients every step of the journey.”

Eros International Media Ltd chief marketing officer Prerna Singh said, “We found apt synergy between Blenders Pride Fashion Tour which is a well-known brand for its elegance and grandeur and the song ‘Deewani Mastani’ that is also high on fashion and style. It was indeed a novel way to unveil the song at Blenders Fashion Tour 2015. This is first-of-its-kind activity done by any movie and it was a transcendent collaboration of creative inspirations and fine influences.”

Pernod Ricard India AVP Raja Banerji added, “The right associations can exponentially multiply the power of communication. This is where we felt there is a perfect fit with our brand. The timeless epic whose legacy has stayed with us for years found a natural blend of creative inspiration in the Blenders Pride Fashion Tour, a name that has come to epitomize style and good taste. We hope the Blenders Pride Fashion Tour can take a step further in defining what style and good taste can bring to an individual’s life through this association. We are thankful to Maxus ESP, our media partners, for helping us achieve our objectives.”