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Fashion brand Diva’ni appoints Bang in the Middle

The agency will handle entire integrated communication duties for the brand inspired by Yash Raj Films and Karol Bagh Saree House

BestMediaInfo Bureau | Delhi | August 12, 2013

Diva’ni, India’s first Bollywood inspired fashion label for women, is jointly promoted by Yash Raj Films (YRF) and Karol Bagh Saree House (KBSH). The brand aims to serenade the splendour of Indian cinema through aspirational fashion. Diva’ni is a reflection of the legacy and heritage associated with both these esteemed names, that celebrates the glitz, glamour, and drama that reverberates from the age-old union of fashion and cinema.

Inspired by the legendary director Yash Chopra’s vision and portrayal of the Diva in every woman, the first collection to be showcased will be a fitting tribute to the man who in many ways helped define Bollywood fashion.

Bang in the Middle will be involved in the entire spectrum of brand building initiatives, right from designing the visual identity of the brand to crafting communication and managing the social media.

Sanya Dhir

Sanya Dhir, Brand Director, KBSH, said, “The team at Bang in the Middle is perfect for a complex brand like Diva’ni that needs to be introduced to the audiences. The team has immense experience, the right approach and attitude for this amazing venture. I am sure together with YRF and KBSH, Bang in the Middle will take the brand to new heights.”

Prathap Suthan

Prathap Suthan, Managing Partner and CCO, Bang in the Middle, said “Diva’ni is a unique brand. With YRF at the forefront, Bollywood has time and again been inspiring fashion, and now it’s time fashion reflected the essence of Bollywood. The romance of Bollywood and the brand’s ability to make every woman bring out her inner Diva is an extraordinary experience. We are sure Diva’ni will be the next iconc brand and like Bollywood, will soon have a global footprint as well.”

Naresh Gupta

Naresh Gupta, Managing Partner and CSO, Bang in the Middle, added, “We are delighted to have partnered with Diva’ni in creating India’s first Bollywood inspired fashion label. Bollywood has a global presence and Diva’ni has global ambitions. Our expertise across traditional and digital mediums will help Diva’ni in fulfilling these aspirations.”

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