Mumbai: Arvind Murjani Brands Ltd, a 50:50 joint venture between Arvind Brands Ltd and the Vijay Murjani-managed GVM International Ltd, will launch model and actor Arjun Rampal as the endorser for premium apparel brand Tommy Hilfiger, say sources close to the deal. When contacted, an official from Tommy Hilfiger declined to comment. Tommy Hilfiger entered India a few years ago and its wide range includes apparel for men, women and children and accessories.
Sources from the advertising industry say the star has been signed for print campaign and select catalogues. Industry insiders say Rampal has been chosen over other stars as until now he has not been associated with any mass-selling product.
Says Navin Shah of Percept P9 Integrated Pvt Ltd, “The synergies are there because the actor is not a mass brand. Tommy Hilfiger looks for a niche audience and volumes are not that important. Rampal has enough recall, thanks to his role in Don. He will give the brand character, if not mass appeal.”
Sanjay Bhutiani, CEO, BR Films, highlights the Bollywood connect: “Arjun was successful as a model and films were a natural progression. He saw a good phase with big movies like Moksh and now seems to be making a comeback. Market sources say Rampal’s asking rate for a film ranges from Rs65 lakhs to a crore.
A Tommy Hilfiger campaign would be a big plus for Rampal as well, as he needs a launch of some kind to boost his image. “He’s a good-looking guy and has maintained himself well; he has a lot of untapped potential in endorsements,’’ adds Bhutiani.