New Delhi, 11th September: E3 Group, one of India’s leading manufacturers of interior and exterior surface solutions, has announced its association with Haiwaan film, a Hindi crime thriller directed by acclaimed filmmaker Priyadarshan. The film follows a blind martial artist who must protect a young girl from a dangerous psychopath. Featuring E3 Group brand ambassador Saif Ali Khan alongside Akshay Kumar, Haiwaan marks the company’s latest move to engage with consumers through a high-visibility entertainment property. The collaboration brings together E3 Group’s focus on design-led surface solutions with the reach and cultural appeal of cinema, giving the company an opportunity to strengthen its connection with a wider consumer audience.
For E3 Group, the initiative builds on its existing association with Saif Ali Khan while extending the brand’s engagement beyond its core product categories. Through this collaboration, the company aims to leverage the reach of cinema to enhance brand visibility, build greater consumer familiarity and create meaningful connections with audiences.
The collaboration comes as brands increasingly explore entertainment and popular culture as avenues to connect with consumers in more engaging and relatable ways. Cinema, in particular, continues to have a strong influence on consumer conversations in India, offering brands an opportunity to participate in experiences that extend beyond traditional product-led communication. For E3 Group, its association with Haiwaan is aligned with this broader approach of combining brand visibility with relevant cultural connections.
Commenting on the collaboration, Ajay Garg, Managing Director, E3 Group, said, “Our association with Haiwaan is an exciting opportunity to connect with audiences through the universal appeal of cinema. With Saif Ali Khan as our brand ambassador, this initiative also builds naturally on an existing connection that reflects our commitment to creating strong and memorable consumer relationships. We believe entertainment-led collaborations can help brands engage with audiences in a more relevant and impactful manner. Through this initiative, we look forward to supporting the film and strengthening E3 Group’s connection with consumers across markets.”
The initiative is expected to provide E3 Group with opportunities to amplify its brand presence across relevant consumer touchpoints around the film’s release. It also reflects the company’s continued focus on exploring contemporary avenues and collaborations that complement its brand positioning and enable it to engage with audiences at scale.
As E3 Group continues to expand its presence in the interior and exterior surface solutions segment, its association with Haiwaan adds an entertainment dimension to its consumer engagement initiatives. Featuring brand ambassador Saif Ali Khan alongside Akshay Kumar, the film provides E3 Group with an opportunity to build on its existing relationship with Saif Ali Khan while bringing the brand closer to audiences through a popular cultural medium.