Tamil Nadu-based Srinivas Fine Arts, the brand owner of the popular Nightingale paper products, has tied up with Yash Raj Films (YRF) for their Diwali release Jab Tak Hai Jaan (JTHJ). As part of movie merchandising , Nightingale has brought out exclusive collector’s range of products that include journals, diaries and notebooks with the JabTak Hai Jaan logo.
Hemant Sheth, director, marketing, Srinivas Fine Arts, told FE, “Movie merchandising in India has not yet been fully recognized and hence this project becomes very special for our company.Nightingale and Yash Raj Films have united synergies to come out with world-class quality products that appeal to a global audience. We have made elaborate digital, online and on-ground promotional strategies to market these exclusive products for an audience that shares a fine taste in quality and love for Yash Raj Films. This is our very first step of an association with the film industry and we are happy to launch our products with the JTHJ theme.”
Nightingale’s products are available at all retail stores across the country such as Landmark, Odyssey, Higginbothams, Crossword and also online at flipkart.com. “We are planning to bring out products on Yash Raj Films some old iconic films,” said Sheth. Srinivas Fine Art’s Nightingale brand has presence in five continents — USA, Europe, Asia, Africa and Australia.