If you’re in India (or an Indian living abroad), you’ve already seen the Jab Tak Hai Jaan promos including the Rabbi song Challa. In the video, Shahrukh Khan wanders the streets of London strumming a guitar and looking quite cool.
(Picture courtesy: Yashraj Films)
That vest is a Superdry jacket, closely resembling the Academy Vest from the current collection.
(Picture courtesy: Superdry)
Since the song from Jab Tak Hai Jaan was shot several months ago, the vest would most likely be from an earlier season, but the brand’s design elements have been carried forward to the current season. (This vest could be a core product from their range).
In a wonderful coincidence, Superdry is opening its first store in India today, at Palladium (Lower Parel), Mumbai. Brought to India by Reliance Brands, the Superdry store will offer t-shirts, jeans, sweaters, joggers, shirts, rugby shirts, polo shirts, bags, and accessories for both men and women from the AW12 collection.
Whether the song was carefully planned to release around the Superdry launch in India, or is just a coincidence I haven’t figured out yet. Either ways, it’s great news for the brand. After all, Shahrukh Khan sporting a brand prominently in a much-anticipated movie is good awesome publicity. What do you think?