Press Releases

Percept Picture Company Comes Home to SIYARAM
13 September, 2007

Percept Picture Company (PPC) will be producing the next big Advertisement Film for Siyaram’s and has signed on international model & actress - Catherine McQueen (Bond-girl), Rashmi Nigam and Siddhartha Shukla for the assignment.

PPC’s Ad-Film division will be handling the project at a whopping budget of Rs 2 crore.

The film will be directed by Raj Kaushal and will be extensively shot in the ‘Sun City’ – Jodhpur, in mid-September 2007. The campaign is scheduled for a national release on all leading television channels by October 2007.

PPC had featured Boris Becker in its earlier Siyaram’s campaign along with Dia Mirza. The likes of Bipasha Basu, Lara Dutta, Deepti Bhatnagar, Anupama Verma, Apurva Agnihotri, Dino Morea and Bikram Saluja have also been a part of PPC’s Siyaram’s campaigns in the past.

Said Mr Preet Bedi, CEO, PPC, “Indian audiences have literally grown up with the “Coming home to Siyaram’s” campaign – it has always been a cult advertisement and a very prestigious account for us. We are proud to be associated with this brand that is truly Indian and believes in the cultural values of India. Keeping in sync with the previous campaign values, our endeavor will be to further strengthen the brand with our very contemporary, yet futuristic ad-film.”

Continued Mr Bedi, “The highlight of this new ad-film will be its star-cast with the leading international model, Catherine McQueen.”

Said Mr N Gangadhar, VP-Marketing, Siyaram Silk Mills Limited, “Siyaram’s is proud of being an Indian brand. Our advertisements have always portrayed the strong values and culture of India, to portray the trust and quality that the brand stands for. This advertisement will stir the aspirational values with the strong emotional connect of being an Indian, who has arrived in life. The film showcases the Siyaram’s man as an achiever who is deeply rooted with Indian values and culture and is proud about his lineage - proud to be an Indian.”

Raj Kaushal, Director of the Ad-Film, said, “Advertising is where it all started off for me before I got into feature films; and it’s about getting back to the roots for me as well, much like Siyaram’s campaign theme. There couldn’t have been a better script, brand (Siyaram’s), and production company (PPC) that I could ask for. It’s all about coming back to one’s lineage, and what better locale than Rajasthan, to showcase the ‘Coming home to Siyaram’s’ campaign. It will be a fabulous setting and our script and star cast for the film holds a lot of promise.”

Key Highlights
• Film begins with strong emotions of an Indian girl towards her fiancée.
• Indian in outer Space with a Bond girl - Catherine McQueen
• Effectively being recognized by the World that Indians have arrived.
• Showing off to his colleagues that “Home Coming“ has a different connotation in India.
• The Lear Jet landing in India

About Catherine McQueen 
A model for over 10 years, TV presenter Catherine McQueen has worked all over the world, having been based in Tokyo, Milan New York and London. Catherine has worked with brands like Christian Dior, Chanel, Shiseido, Ultimo Wonder Bra and Playtex, Vogue, Elle, Tatler, Marie Claire, Maxim, FHM and Loaded. She has also worked as a reporter for ESPN and presented various TV shows for various channels including BSkyB and MTV. She has appeared on ‘Extreme Celebrity Detox’ for Channel 4, ‘Celebrity Fear Factor’ for Sky1, ‘Kings of Comedy’ for Channel 4 and ‘Simply the Best’ for ITV1.

A qualified solicitor, Catherine has used her business acumen to set up a business renting residential property in Central London for the city’s top modeling agencies. She has also been a columnist for a weekly national magazine, providing legal advice for its readers. Catherine has also had a music single featured on the UK Top 40 and US Billboard Charts.