Arvind signs Abhishek Bachchan to endorse denim product

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Mumbai, Sep 20 (UNI) Arvind Brands, a division of Arvind Mills, has signed Bollywood actor Abhishek Bachchan to endorse its denim brand ''Flying Machine''.

Earlier this year, Arvind Brands unveiled a package to re-launch ''Flying Machine'' with an Italian Designer, a new brand identity and exclusive retail stores.

Abhishek Bachchan, who unveiled the autumn-winter collection at a press Conference here last evening, said, ''Flying Machine reflects the pride of India and is a phenomenal example of India's potential at present day. Their designs, quality and value are top notch and that this is done by an Indian Brand is remarkable. I am glad to be associated with Flying Machine as its Brand Ambassador.'' Arvind Brands CEO J Suresh, speaking on the occasion, said, ''The new Flying Machine is all about style and performance and at the same time remaining rooted in cultural sensibilities. Abhishek Bachchan brings on board a terrific persona, a fresh and an impeccable style, youthfulness and an incredible ability to marry class with mass.'' The products of ''Flying Machine'' are designed by a young Italian designer Chicco who has been a designer for many internationally successful denim brands like ''Replay'' and ''Evisu''.

Speaking on the occasion, Chicco said, ''Over 300 new options will be launched this season. The Denims are dark and distinctive with clean washes and new fits and coordinated with a large collection of shirts, knits, jackets, winter wear and cool accessories to give a thematic global look.'' ''Flying Machine'' buisness head Alok Dubey said, ''Chicco's designs have given Flying Machine the cutting edge of designer fashion and a very international air. The potent combination of Superstar Abhishek Bachchan, Italian designer Chicco and our world class retail environment designed by JHP London, will amplify the brand's badge value and reinforce the brands core identity as an iconic international fashion brand. The pricing of course remains sensible and competitive.'' UNI MR MAZ SHB KN1704

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