Ranbir Kapoor and Sonam Kapoor promote 'Saawariya' products

In a unique marketing tie-up, Future Group has tied up with production house Sony Pictures for the merchandising of their forthcoming film Saawariya slated for release on November 9. The Group expects to earn over Rs 25 crore from the limited edition Saawariya product range that it will introduce by mid October. The range will be available till December 31. Sony Pictures is likely to earn between 4 per cent and 10 per cent from the sale of the products. The deal entails co-branding of men apparel, beauty products for women and home furnishing in 300 plus stores across 42 cities. The men apparel will be based on what Ranbir Kapoor wears in the film. Women will be able to get a Saawariya makeover or beauty treatment at the company's salons in Hyderabad, Ahmedabad, Mumbai, Surat, Bangalore, Nagpur and Coimbatore. The service may be extended to Delhi later. "The idea was to give women a chance to look like the lead heroine (Sonam Kapoor). We have also developed and designed a special limited range of beauty products such as nail enamels, perfumes and hair accessories," said Rahul Balchandra, head of beauty division of Future Group.