n keeping with it’s vision of redefining the industry, Delhi based retail apparel brand UNI Style Image (USI) has announced a marketing tie-up with Oscar winner Chicago to launch and promote Hollywood’s much-hyped film that released on March 21 in theatres across India.
Commenting on the association, the CEO of USI Ashvinder Singh said, “The present tie-up to promote Chicago in India is because the brand is retaining it’s imagery and is at par with the Chicago imagery instead of just being on the bandwagon, as it usually turns out in co-branded events.”
The promotional association will not involve direct retailing but USI will make exclusive Chicago T-shirts and bandanas (no other brand will be licensed to manufacture these), to be distributed through USI exclusive and multi-brand outlets.
USI is also designing haute couture special Chicago outfits for an exclusive, post-premier dance performance. The dance performance is based on the Chicago theme and the performers will be suitably attired in the costumes of the film’s protagonists.
USI is also designing four costumes that are specific to a theatrical sequence in the movie. The costumes have been very tastefully designed to capture the mood of the 1930s. The fabric used is a lurex mix, with lots of surface ornamentation.
USI which retails through 120 outlets and eight exclusive outlets across the country and through outlets like Lifestyle and Shoppers Stop, targets consumers from 16-40 years. Eighty per cent of USI’s offerings constitute T-shirts and such apparel.
The Rob Marshall directed Chicago which has been nominated for 13 Academy Awards and won the much-coveted Oscar for Best Film stars Welsh born Catherine Zeta-Jones who won the Oscar for Best Supporting Actress, Richard Gere and Renne Zellweger. Miramax International has produced the film and goes with the line “If you can’t be famous, be infamous”.