MISTAIR – Style Partners for INKAAR

CORPORATE

MISTAIR – Style Partners for INKAAR Launches POWERPLAY collection

by Prashant Kapadia/INS

 L To R  Sudhir Mishra,Chitrangada Singh & Ramesh Poddar Poddar- Chairman & managing Director Siyaram's Silk Mills Pvt. Ltd , at the launch of PowerPlay by MISTAIR at Taj Lands End Bandra in Mumbai.

Mumbai: Mistair– a division of Siyaram Silk Mills has been 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 show that unveiled the Inkaar inspired collection called“POWERPLAY”.The grand event was concluded by none other than Inkaar’s lead actress Chitrangada Singh as the Showstopper.

Talking to media persons here today , Ramesh Poddar,Managing Director and Chairman of Siyaram Silk Mills said, “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 Mistair from thehouse of Siyaram Silk Mills for the New Age fashion conscious youth who opts for stylish formal wear to create an impression in their workplace.” The entire range of Powerplay is exclusively available at select retail outlets. It is an ideal choice to get that perfect corporate look. Keeping in mind the young age segment that Mistair caters to,Powerplay has been offered in vibrant colours, thereby making it a complete techno-commercial collection.

Vikram Malhotra, Chief Operating Officer of Viacom18 Motion Pictures said, “Inkaar is a story set inCorporate 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 targetaudience 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 firsttime that they have ventured into a movie association which is their next step towards being acceptedas a brand for the youth. They would look at many such associations in the near future.