Jewellery brand Tanishq unveiled the 'Paheli' line at its boutique on Thursday, the ornaments inspired and created for the star-studded movie.
As per the deal, Shah Rukh Khan and Rani Mukherji will endorse the new collection. An autographed letter by Shah Rukh Khan and Rani Mukherji will be given out to each customer of this collection.
A promotional campaign for both the film and a Jewellery collection inspired by the film will be aired shortly. Actual footage from the film will be used in the campaign.
Happy with the association Amol Palekar, the film's director, explained that Jewellery for Paheli is set in the 19th century against a Rajasthani backdrop. He wanted a Jewellery range that could add to the 'once upon a time' kind of framework. For Paheli, director Amol Palekar and his wife-cum scriptwriter Sandhya Gokhale, had researched the costumes and Jewellery of the era extensively. They went through history books, surfed the Internet, and watched several period films to get the look exactly right.
All these efforts combined with the association has made things a little easier for all the women who will be awestruck after watching the Jewellery in Paheli. They know where to go post the show! The film releases on June 24.