MUMBAI: Fugay, the top starrer and the much-awaited Marathi comedy drama film has already hit the screens, and one of the most successful films at the box office this year. ITW Playworx, an arm of ITW Consulting, has facilitated a successful association between Richfeel and Fugay (the much-awaited comedy drama by STV Networks and GSEAMS). With the leading star cast from the Marathi film fraternity - Swwapnil Joshi, Subodh Bhave and others, the co-branded print and TV campaign hopes to instill in every mind the impact of hair care.

Richfeel founder Dr Apoorva Shah says, “The association depicts importance of hair care and fits completely with our vision.” “This is an innovative and most pursued marketing strategy to gain prominence amongst relevant target audience,” Dr. Shah added.

GSEAMS and STV Networks' respective directors Arjun Singgh Baran & Kartik Nishandar say, “Considering the film has attracted mass audience, the association is flawless to ensure direct connect with the consumers."

To leverage the integration amongst maximum audience, the brand is promoting the campaign through a Cobranded TVC and Print campaign.