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Red Chillies partners with Furlenco for Dear Zindagi

Red Chillies Entertainment and Online furniture Rental Company, Furlenco collaborate for the movie ‘Dear Zindagi’ starring Shah Rukh Khan and Alia Bhatt.


Furlenco and Red Chillies have launched a TVC as part of the association which promotes the message of ‘Living your life to the fullest and loving it’.

As part of the campaign, Furlenco will also create an exclusive ‘Dear Zindagi’ store online for its customers to rent the furniture featured in the Bollywood movie. Fans will get a chance to meet Alia Bhatt, besides winning exclusive movie merchandise.

Ajith Mohan Karimpana, CEO of Furlenco, said, “Our primary target market is millennials between the age groups of 24-40. This is exactly the demographic that relates to ‘Dear Zindagi’ and its emphasis on living life on one’s own terms.”

“The subscription-led model has already proved to be a huge success in India and through the association with Red Chillies Entertainment, we are sure to drive greater propensity for the same in the furniture market as well.”

Venky Mysore, CEO of Red Chillies Entertainment said, “This campaign is a union of two of the youngest and fun brands of our time which believe that being different is being cool, and which are championing a new way of living life. The film’s protagonist played by Alia is thoughtful, yet carefree, young and full of life. Her character is almost an exact match to Furlenco’s customer profile, which makes this campaign a perfect way to remind the fans that it is extremely important to wake up every morning saying “Love you Zindagi”.

Dear Zindagi released on November 25, 2016 and is a movie directed by Gauri Shinde.


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