Popley and Sons


Popley and Sons from Mumbai, has taken an unusual step by striking a deal with Yash Raj Films (YRF) to celebrate 1,000 weeks of Dilwale Dulhaniya Le Jayenge (DDLJ,1995) in the cinemas. Fans of Shah Rukh Khan and Kajol will be able to commemorate the stars’ power in this film with a unique product.


The deal was signed in October and the products launched by December 12 — a remarkable achievement. With so little time in hand, Popley and Sons started simply. It launched 1,000 pieces of a DDLJ Swiss gold limited-edition pendant in 24 karat, 999.9 finesse. The plan is to have DDLJ products available till October 20, 2015. Around New Year the brand promises to bring more surprises to the table.

 

“Our aim is to innovate into a new product category. This association [with YRF] is part of our product development strategy. This is the first time that a prestigious name of the film industry has associated with a jewellery company,” says Rajiv Popley, director, Popley Group.


YRF seems to have noticed Popley’s earlier international associations and thus agreed to tie up with the brand. For Popley there was no thinking twice. In movie-mad India, where consumers often replicate in their lives what they see on screen, associating with a superhit film from a famous studio makes good business sense.


The jeweller plans to retail limited stocks in the Middle East as well, where DDLJ fan fever runs high. It is possible to shop online as well. Popley is looking forward to a boost from this dash of Bollywood glamour.

Anushri Mondal