By Hindustan Times
Brands have long been associated with films — an actor picks up a can of cola, making sure that the brand name faces the camera; or the leading lady only wears clothes sold at a certain store. But now, Madhur Bhandarkar’s Heroine, starring Kareena Kapoor, is set to take this association to a
whole new level by getting eight brands on board.
No female-centric film so far has featured so many brands. While some of them — Lakme, Head & Shoulders and Monarch Universal – are brands that Kareena herself endorses, other brands like Cera, Rupa, Jealous 21, Sugarfree and Cocoberry will be integrated in the film and associated with its promotional activities.
“Heroine is a woman-oriented film and I am happy that brands today are open to associate with such films, which was not the case before,” says Kareena. “The trend is changing, a