HIL’s Charminar partners with Salman Khan’s BHARAT to connect with the masses

National, May 13, 2019: Charminar, the flagship roofing solution brand from the house of HIL Ltd., India’s leading and Asia’s most trusted building materials company announced its latest brand association with Salman Khan’s upcoming movie, BHARAT due for release on EID, 2019. With an aim to maintain their leadership position in market and grow the brand love for Charminar and Charminar Fortune among the masses and excite channel partners, HIL will promote the movie through a co-branded TVC highlighting the strengths of the brand linked to the film scenes/storyline.

Commenting on the association Mr. Dhirup Roy Choudhary, MD & CEO, HIL said, “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+ years. We strive to explore new and innovative opportunities to connect with our customers and take these virtues of our brand ahead. 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. Best wishes to Salman Khan and the entire team of BHARAT.”

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 modernizing 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 an upcoming Indian Hindi-language historical period drama film 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.

Charminar is the flagship roofing solution brand from the house of HIL Ltd. And is an undisputed leader in the Indian roofing and cladding market. Also, Charminar Fortune, an innovative non-asbestos roofing solution from the brand Charminar. It is an eco-friendly, long lasting and durable due to its high impact strength, good dimensional stability and low drying shrinkage abilities.

About HIL: Established in 1946, HIL Limited is a flagship company of the CK Birla Group. Being World’s largest manufacturer and seller of fibre cement roofing, HIL Limited offers comprehensive building solutions. Since last 70 years, the company has achieved market leadership by developing and marketing advanced, high quality, innovative, more sustainable products for the building materials industry. HIL has 5 major brands- Birla Aerocon, Charminar, Charminar Fortune, Hysil and recently acquired German flooring brand, Parador. The company boasts of 24 state-of-the art manufacturing facilities in India, and two manufacturing sites in Germany and Austria, reiterating its commitment to innovation through a dynamic R&D facility, offering products that are affordable, strong and durable. Having pioneered in green technology keeping in mind the paradigm shift to green building materials almost a decade ago, the company stands out with its signature True Fit technology that has created a benchmark in the piping industry. The company is committed to health and safety practices, which is reflected through its vast range of products that are environmentally viable and conducive. Given its strong emphasis on customer centricity, HIL Limited also ensures a widespread reach through an extensive sales and distribution network spread across the country, with a representation in all the states. Its strengths are truly its employees, loyal dealers and satisfied customers. With consistent efforts to grow the business sustainably, HIL is also certified as Great Place to Work ® and Mr Dhirup Roy Choudhary was recently awarded as “The Most Promising Business Leader of Asia 2018” by the Economic Times. The company also has been a recipient to the Iconic Brand Award, Asia’s Most Trusted Company Award, Best Company of the Year Award and has been maintaining the Superbrand status for a while.