Movie merchandising in the country is being taken forward with the launch of "Jab Tak Hai Jaan" (JTHJ) stationery by Yash Raj Films (YRF) in association with Nightingale Paper Products.
These products are a range of journals, diaries and notebooks with the JTHJ theme and are being introduced by Nightingale as part of a 'Collector's Edition'.
The products have snapshots from JTHJ, which features Shah Rukh Khan, Katrina Kaif and Anushka Sharma, on the front cover. The inner pages have designs based on the film's theme and the poetry from the movie features on the back cover.
"Movie merchandise in India has not yet been fully recognised and hence this project becomes very special as an establishment. We have united synergies to come out with world-class quality products that appeal to a global audience," Hemant Sheth, director (Marketing), Srinivas Fine Arts Pvt. Ltd, brand owner of Nightingale Paper Products said in a statement.
The 'Collector's Edition' is available in all metros and cities and is also on special display at PVR Cinemas throughout India.
"We have made elaborate digital, online and on ground promotional strategies to market these exclusive products," added Sheth.
JTHJ, late filmmaker Yash Chopra's last directorial, is releasing Tuesday.