Sofit, a healthy beverage brand produced by The Hershey Company has partnered with John Abraham and his recent film, Dishoom as its official beverage partner. The partnership involves a social media campaign which gives participants the chance to meet John Abraham.
Dishoom Through A Tough Situation
The contest asked participants to upload a photo of themselves holding a pack of Sofit, using the hashtag #DishoomwithSofit and explain how it helped them’ Dishoom’ (the sound of bullet flying through the air) through a tough situation. The winner would get to meet Abraham, who has previously been associated with the Sofit brand, as well as the other starts of Dishoom who include Jaqueline Fernandez and Varun Dhawan.
Talking about the partnership, John Abraham, actor, said, “I have been associated with Sofit for a while now and I feel Sofit has a natural fit with Dishoom. Our movie Dishoom is an action packed, high adrenaline film where Varun and myself fight against all odds to achieve our goal. Sofit also embodies the same sentiment of a healthy lifestyle allowing you to push yourself further and achieve your goals.”
Sarosh Shetty, marketing director, Hershey India, added, “Sofit has always been synonymous with healthy and active lifestyle because it is power-packed with vitamins, Omega 3 & soy proteins. Associating with a movie like Dishoom that showcases a committed team pushing themselves to accomplish the critical mission, was a perfect fit for us. We are delighted with this association and hope to have a great partnership with Dishoom.”
While the contest is over – *sob* – the partnership is still going strong; the winner of the competition is yet to be announced.