Bang in the Middle bags fashion label Diva'ni

The Bollywood inspired fashion label brand is jointly promoted by Yash Raj Films and Karol Bagh Saree House.

Bang in the Middle has been appointed to handle the creative branding, communication and digital requirements of Diva'ni, a Bollywood-inspired women's fashion label. The mandate comprises the whole brand building initiatives ranging from designing the brand's visual identity to creating communication and managing the social media.

Sanya Dhir, brand director, Karol Bagh Saree House (KBSH), says, "The team at Bang in the Middle is perfect for a complex brand like Diva'ni that needs to be introduced to the audiences. The team has immense experience, the right approach, and attitude for this amazing venture." Diva'ni is jointly promoted by Yash Raj Films (YRF) and KBSH.

On bagging new business, Prathap Suthan, managing partner and chief creative officer, Bang in the Middle, says, "Diva'ni is a unique brand. With YRF at the forefront, Bollywood has time and again been inspiring fashion, and now it's time fashion reflected the essence of Bollywood. The romance of Bollywood and the brand's ability to make every woman bring out her inner Diva is an extraordinary experience. We are sure Diva'ni will be the next iconic brand and like Bollywood, will soon have a global footprint as well."

Agreeing with him, Naresh Gupta, managing partner and chief strategy officer, Bang in the Middle, adds that they are delighted to partner with Diva'ni in creating India's first Bollywood inspired fashion label. "Bollywood has a global presence and Diva'ni too has global ambitions. Our expertise across traditional and digital media will help Diva'ni in fulfilling these aspirations," he says.

With a tagline 'Where fashion romances Bollywood', Diva'ni claims to be the first brand in the country to offer aspirational fashion inspired by Hindi cinema. The brand's first collection will be a tribute to director Yash Chopra of YRF, who brought out the Diva in every woman in his films.