Pepe Jeans says it with 'Dhoom 2'

Published On: 2015-11-12

Author: Pritha Mitra Dasgupta

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Pepe Jeans says it with 'Dhoom 2'


Source: DNA India

Date: November 12, 2006



MUMBAI: Pepe Jeans London has signed up with Yash Raj production Dhoom 2 and has launched an exclusive range of products, which includes both garments and accessories worn by the actors in the film.


Chetan Shah, country head, Pepe Jeans London, told DNA Money: “This is the first time Pepe Jeans has tied up with any movie anywhere in the world for merchandising initiatives. We are Dhoom 2’s exclusive brand partners to merchandise, produce and sell apparels and accessories worn by actors like Aishwarya Rai, Hrithik Roshan,

Abhishek Bachchan, Bipasha Basu and Uday Chopra. The collection has been named as D:2. Wherever, the film travels internationally, we will launch the D:2 collection there as well.”


He added: “The movie will hit the theatres on November 24 following which consumers will get a feel of both the movie and the products simultaneously. If the content of

Dhoom 3 is consistent with the brand imagery of Pepe then we would like to launch the merchandise of that film as well.”


The products are available across 70 Pepe stores in India. The products include garments, bandanas, metal accessories, caps, etc. The price range for T-shirts starts from Rs 599, shirts Rs 899, jeans Rs 1,999, cargo pants Rs 1,799, etc. For ladies, it is Rs 100 fewer than men’s articles.


“We plan to spend over Rs 1 crore on the marketing initiatives to promote this range of products. The marketing initiatives will include television commercials, billboards, and print both magazines and newspapers,” concluded Shah.