Roshan opening the company pavilion at Big5 expo in Dubai.
RMD Board, a key manufacturer of pre-decorated wall and ceiling panels, formally opened the company’s pavilion at The Big5 construction expo at Dubai World Trade Centre (DWTC).
A division of Dubai-based JRD International, the company said in keeping with emerging demand, it will showcasing a new collection of products that boast the natural look of marble, granite, wood and leather, rather than artificial designs at the high-profile building industry event.
Bollywood actor Hrithik Roshan formally opened the company’s pavilion at the Big5 besides launching the high-action TV commercial for the company.
Roshan created a history when he shot 21 hours non-stop for the RMD Board TV commercial (TVC) in Mumbai along with another Indian film actress Jacqueline Fernandez under the direction of Sahil Sangha (film actress and model Dia Mirza’s husband), said a statement from the company.
Both Roshan and Fernandez will be the RMD Board brand ambassadors for the next two years, it added.
Speaking at the launch, Roshan said: "It is not very often that I am endorsing a product and it turns into a relationship like it is. It’s not very often, again, that you do an ad film and it turns into a kind of scene out of a classic movie and I think that’s what this has turned out to be."
Roshan brought India’s first modern superhero Krrish to the big screen. The 2006 film introduced state-of-the-art special effects to Indian cinema and won the Indian National and Filmfare awards for special effect. In September, he joined forces with Bollywood Parks Dubai to create a 4D superhero themed ride.
The world’s first Bollywood inspired theme park has themed attractions and rides spread across five zones including Bollywood Boulevard, Mumbai Chow, Rustic Ravine, Royal Plaza and Bollywood Film Studios. He collaborated with the park to recreate the experience of fighting bad guys in a 4D flying theatre ride, Krrish: Hero’s Flight.
On the new TVC, Roshan said: "I think it’s a combination of heart and mind. Just like how I chose my films. They must reflect the same intent towards whatever we’re doing in life. RMD boards could also be called Real Magic Dream boards if you ask me."
"This is something that’s made a personal impact in my life and something I’m going to use personally. So it goes without saying. As I said, it is heart where the people are concerned and mind where the product is concerned and it that is a match, that’s it," he stated.
Anupam Lunavat, the managing director, RMD Board at JRD International, said RMD Board is a manufacturer of wall panel products that serves as an alternative to the conventional wall decorative materials which helps a great deal in reducing fire hazards and deforestation.
The pre-decorated wall and ceiling panel manufacturer has seen the demand rising across its markets landscape, including the Arabian Gulf region where Dubai had surpassed 100,000th hotel room inventory milestone and is to witness hitting 134,000 rooms mark by 2018, he noted.
According to him, the RMD Board has invested in researching the emerging and future trends in the construction and interior decoration sectors, which prompted it to go for a one-stop shop concept to meet the customers’ expectations.
From its hitech 40,000-sq-m manufacturing plant in Dubai, the company rolls out environment-friendly decorative wall panels, said Lunavat.
Since commissioning its first state-of-the-art manufacturing plant in 2012, the diversified conglomerate has been expanding the production capacity. From an installed capacity of 12,000 tonnes per annum, it is eyeing an output of 30,000 linear meters of boards per day in the near future.
According to Lunavat, the company has set an ambitious Dh1.5 billion ($408 million) investment plan for 70 polypropylene manufacturing lines in seven countries.
The move is aimed at reaching a global production of half a million metric tonnes per annum by 2016, he added.
On the choice of Roshan, Lunavat said; "He was chosen as the company wanted someone with strength and Greek or Roman look and with a corporate imagine, not only a Bollywood image."
"He is a symbol of strength and a romantic action hero. I said why don’t we connect the housewives and romance and family with walls and décor and that’s why Jaqueline Fernandez," he remarked.
The teaser is being screened in cinemas and on TV channels in the Mena region first and the Indian markets may come later, said Sagar Verma, the president of RMD division, JRD International.
The selection of the two Bollywood stars for the TVC was a perfect thing - beauty and power, he added.-TradeArabia News Service