Bombay Dyeing: Ebony & Ivory Product Launch

Our Solution

The release of the movie ‘Shamitabh’ coincided with that of the latest bed linen range, which presented itself as the ideal opportunity to launch their Ebony & Ivory collection as it allowed us to tap into the ideal target market – the young, contemporary woman.

Research also showed that ‘Shamitabh’ shared similarities with Bombay Dyeing’s own branding and colours – so we used the Ebony and Ivory collection to highlight this.

We secured in-film ‘Bombay Dyeing’ branding throughout the movie’s trailer and advertising build-up – and this was supported by a multi-media campaign including TV, Radio & Digital.

A competition was also set up in a high-end Mumbai mall, with the winners awarded a holistic ‘Ebony & Ivory’ experience through an exclusive screening of ‘Shamitabh’. We branded the movie theatre to include a black and white carpet, a strict dress code theme for cinema staff, movie posters in black and white and a 3D display of Amitabh Bachchan, all alongside the Ebony and Ivory collection where people could have their photo taken.