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From Silsila to Lamhe and from Kabhie Kabhie to DDLJ ,Yash Raj classics come alive in the recently launched merchandise in Pune

Written by Rohan Swamy | Published: July 27, 2012 3:41 am

From Silsila to Lamhe and from Kabhie Kabhie to DDLJ ,Yash Raj classics come alive in the recently launched merchandise in Pune

A coffee mug with a poster print of Amitabh Bachchan from ‘Bunty and Bubli’,a wall clock with Lamhe pair Anil Kapoor and Sridevi as a background and a shot glass with Ranvir Singh and Anushka Sharma of ‘Band Baajaa Baarat’. These are just some of the products that are inspired by the classics of Yash Raj Films. The merchandise was launched at The Bombay Store,Pune,on Thursday.

“The idea came up when YRF contacted us to do something in the areas of home decor and fashion accessories. We jumped at the idea because,unlike the West,there is not much emphasis given to movie merchandising and branding here. This will go a long way towards bringing back memories of classics like ‘Silsila’,’Kabhi Kabhi’,’Dilwale Dulhaniya Le Jaayenge (DDLJ)’,’Band Baajaa Baarat’,’Lamhe’ amongst others,” says Asin Dalal,managing director,The Bombay Store.

Aimed at giving customers a chance to own a souvenir of these movies,Dalal says that it was a carefully thought out plan to invest in movie merchandise in an untapped market like India. The collection includes shot glasses,clocks,cushion covers,trays,waste bins and mugs in the home decor section. The fashion accessory label includes laptop sleeves,coin pouches,ties,bags,stoles and sippers. Dalal adds,“While we had a choice of the entire YRF range of movies to make our merchandise on,we found these to be timeless classics that people would relate to. We even got calls from other production houses to do the same but we just want to see the response to this collection before going further.” Similar collections will be launched in other stores across India in the near future.

The Bombay Store had launched a Shammi Kapoor collection five months ago,featuring the late actor’s movie prints and photos on bags and ties. Dalal admits that he was not convinced if it would strike a chord but most of the collection was whisked off the shelves very quickly. “That convinced us to take the plunge into this segment head on,” he says.

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