NEW DELHI: In India, every brand would like to be Salman Khan. His stimulating record-busting success, his driving-the-country-crazy chutzpah, his mass hysterical rock-star appeal are sure ingredients no brand would like to let go of.
Zandu reaped a windfall for Emami, the balm’s maker, with the provincial and saucy lyrics of the item number in Dabangg, Munni badnaam hui, to which Malaika Arora-Khan jigged irrepressibly with Salman into the heart of India. Now Fevicol, a brand that already has a deep connect with the country, has jumped jauntily on to its sequel, Dabangg 2, hoping that the new rustic and pert item song keeps the swelling club of Salman fanboys glued to it.
Pidilite Industries, maker of Fevicol, has signed a marketing and promotion deal with the film’s producer Arbaaz Khan for the song where top actress Kareena Kapoor plays the item girl.