Even before Fashion has arrived at theaters, it has already recovered close to half of its costs through endorsements. Budgeted at Rs.17-18 crores, the film has seen brand endorsements worth Rs. 7-8 crores from Lenovo, Sunsilk, Reebok and Kimaya amongst others.
Says a highly placed official attached to the film�s production house, �We have managed to cut some great deals with the leading brands from the world of fashion (obviously), laptops, hair care and footwear & apparels. They have been prominently placed in Fashion and we have made sure that they don�t obscure the basic flow of the film.�
How profitable has the venture been? �It is a profitable deal for us as well as the brands�, confidently says the source, �Fashion is a much hyped film and the kind of class it caters to, the brands can well expect quite a few eyeballs for them from the high end consumers. They understand that Bhandarkar Entertainment is a name to reckon with and it would be mutually beneficial for all the parties to gain from the deal.�
Talking about the huge expectations that audience has in general from Fashion, Madhur commented, �This is my biggest project till date and though I am a experimental filmmaker, my movies do well at the box office too. It has been such an exciting journey during last 9 months that I have hardly sat down and deliberated on the expectations front. Even today, I am neck deep into the post production of Fashion. It is hardly a few days to go for the 29th October release of the film and I am keeping my fingers crossed that the film is liked by one and all.�
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