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Dollar associates with ‘Rowdy Rathore’

Its brand ambassador, Akshay Kumar, plays the lead role. Dollar has also come up with a TVC and a Rowdy Rathore Facebook campaign

BestMediaInfo Bureau | Delhi | May 23, 2012

Dollar Industries yesterday announced its tie-up as the exclusive brand partner of the much-awaited film ‘Rowdy Rathore’. Produced by UTV Motion Pictures and Sanjay Leela Bhansali Productions, the film is directed by Prabhudheva, and stars Dollar Bigboss brand ambassador Akshay Kumar and Sonakshi Sinha. The film, which marks the return of Akshay Kumar in the action genre after seven years, will hit theatres worldwide on June 1, 2012.

Every year Dollar Industries comes up with innovative ideas to market their products. To promote this initiative, Dollar has come up with a new TVC featuring the ‘Rowdy Rathore’ Akshay. Apart from this, the company is also running a Facebook campaign wherein one needs keep sharing the pictures of ‘Rowdy Rathore’ to participate in the contest and answer simple questions about the movie to win free tickets and exciting prizes. The campaign, which has just started, has received remarkable response from every corner of the country.

“The sales of Dollar Club Bigboss skyrocketed with the campaigns done by Akshay Kumar. He has proved to be a talisman for the brand. Rowdy Rathore has the right mix of action, drama and entertainment that is required to make a good Bollywood movie,” said Vinod Gupta, Director, Dollar Industries.

“We are delighted to have partnered with Dollar for a co-branded campaign for our film Rowdy Rathore. There was a strong synergy since both are mass market products with an appeal that transcends class and geography in India,” said Shikha Kapur, Executive Director - Marketing, Studios, Disney UTV.

Dollar Industries is today amongst the top 3 hosiery brands in India. The company has 15 per cen market share in the branded hosiery segment. Dollar recently renewed its association with Akshay Kumar for three summer seasons.

The film:

[youtube]http://www.youtube.com/watch?v=qUEH_0BfzNE[/youtube]

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