Mumbai: Percept Picture Company (PPC) will be producing the next big advertisement film for Siyaram’s and has signed on Bond girl Catherine McQueen, Rashmi Nigam and Siddhartha Shukla for the assignment.
PPC’s ad-film division will be handling the project at a budget of Rs 2 crore.
The film will be directed by Raj Kaushal and will be extensively shot in ‘Sun City’ – Jodhpur, in mid-September 2007. The campaign is scheduled for a national release on all leading television channels by October 2007.
PPC had featured Boris Becker in its earlier Siyaram’s campaign along with Dia Mirza. The likes of Bipasha Basu, Lara Dutta, Deepti Bhatnagar, Anupama Verma, Apurva Agnihotri, Dino Morea and Bikram Saluja have also been a part of PPC’s Siyaram’s campaigns in the past.
Said Preet Bedi, CEO, PPC: “Indian audiences have literally grown up with the “Coming home to Siyaram’s” campaign – it has always been a cult advertisement and a very prestigious account for us. We are proud to be associated with this brand that is truly Indian and believes in the cultural values of India. Keeping in sync with the previous campaign values, our endeavor will be to further strengthen the brand with our very contemporary, yet futuristic ad-film.”
According to N Gangadhar, VP-marketing, Siyaram Silk Mills Limited, “Siyaram’s is proud of being an Indian brand. Our advertisements have always portrayed the strong values and culture of India, to portray the trust and quality that the brand stands for. This advertisement will stir the aspirational values with the strong emotional connect of being an Indian, who has arrived in life. The film showcases the Siyaram’s man as an achiever who is deeply rooted with Indian values and culture and is proud about his lineage - proud to be an Indian.”