Bollywood superstar Hrithik Roshan opens RMD Board stall at The BIG5 in Dubai
Bollywood superstar and RMD Board Brand Ambassador, Hrithik Roshan, formally opened the RMD Board’s huge pavilion at The BIG5 trade exhibition at Dubai World Trade Centre (DWTC) today and launched the high-action, much-anticipated TV commercial for the RMD Board for whom he is the Brand Ambassador for two years.
He 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.”
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.
RMD Board, in keeping with emerging demand, is focussed on products that boast the natural look of marble, granite, wood and leather, rather than artificial designs, says he, and added that RMD now has a new collection, designed taking into account these factors.
It 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 state-of-the-art AED450 million, 40,000 square metres manufacturing plant of composite polypropylene (PP) boards in one of the world’s largest free zones in Dubai outskirts, the company rolls out environment-friendly decorative wall panels.
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 12000 tonnes per annum, it plans manufacturing per day 30000 linear meters of boards in the near future. It has ambitious AED1.5 billion investment plans for 70 polypropylene manufacturing lines in seven countries.
The company aims to reach global production of half a million metric tonnes per annum by 2016. The company is presently doing a turnover of AED260 million and it is eyeing AED3 billion turnover by the year 2020.The company plans to have plants in six countries - India, China, Turkey, Russia, Brazil and USA - in the next seven years - not necessarily in that order.
The Bollywood hulk created a history when he shot 21 hours non-stop for the RMD Board TV commercial (TVC) in Mumbai along with the Bollywood actress Jacqueline Fernandez with Sahil Sangha (Film actress and model Dia Mirza’s husband) as its director.
He added: “Working with Jacqueline has been incredible. I think she has been the toughest fighter that I have worked it….I could see she was giving it all and she was hurting herself and she was still coming with full force. The action that you see is not filmy action.” The entire film was an incredible experience.
Addressing a Press conference, he, when asked about his love for doing action movies like James Bon, said: “Honestly it’s a space that I really enjoy. I really enjoy this character that’s all I can say. Yeah absolutely. I am always looking forward to doing something in this space.”
He said in response to another question that Krishh remains his superhero. About his next film Kaabil due to release in January 2017, he said he plays a blind character in the movie. He remarked: “ I think the film bears a huge responsibly here because Indian cinema for the longest time, I think, has faltered a bit in portraying what that world is like and what the human potential is and how it actually pans out in someone’s life if they’re born blind.”
He added: “Actually I was not aware of it until I met my blind friends and in about 20 minutes I had changed my entire perspective on my character. So eventually when I got into it, I have not kept any single ounce of helplessness or sensation or nuances that kind of tell you that there’s something less about this person.
He remarked further: “No, I didn’t found that in any of the people who are blind that I met. The blind in their own world are complete. They’re living amazing lives. The kind of education and access to skilled development that they have that helps them. It’s all about growth. I’m so inspired to know that’s the potential we all have. I was very excited when this film began.”
Responding to a query, he said Dubai was one of his favourite places in the world. “My kids love it. I love it. There’s just so much to do. Wherever I get a day or two off, not very often but whenever I do, Dubai is at the top of my list,” said Hrithik who was last seen his two kids in Dubai holidaying in May.
About doing TVC for RMD Board, he 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.”
He said further: “If I list all the qualities that this product has it sounds like something out of a fantasy science fiction film. Really, it’s endless and incredible. This is something that’s made a personal impact in my life and I’m 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.”
On his part, Sahil Sagha said the TVC has seen the two actors, both RMD Brand Ambassadors, coming together for the first time for a television commercial. While the product was launched in 2011, after many years of research and development, the brand’s identity has been in its nascent stages.
“The energy of the film should attract the audience’s attention to them in association with the brand, because they don’t know the brand yet and now they will be curious,” he said, and disclosed that the entire set for the TVC was made with real use of RMD products.
Anupam Lunavat, Managing Director, RMD Board at JRD International, said Hrithik was chosen as they wanted “someone with strength and Greek or Roman look and with a corporate imagine, not only a Bollywood image”.
He remarked : “Hrithik is a symbol of strength. He is 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.”