Aki Narula partners with vodka brand to support cause

Updated: Nov 03, 2011, 15:41 PM IST

New Delhi: Indian designer Aki Narula has collaborated with Belvedere vodka to launch the product in India and the proceeds from the sales will go to the Global Fund, which fights HIV/AIDS in Africa.

The ace designer says it`s a pleasure to contribute for such an awareness campaign.

"I think it`s global awareness and it`s great that many international brands are looking at India for inspiration and support which is heartwarming. I think I was fortunate to work with many established brands before who gave me the pleasure to explore my creativity without any hindrance and objection," Narula told IANS.

The new edition of vodka is called (BELVEDERE) RED Special Edition and was launched in the Indian capital Thursday.

As part of his association, Narula has designed a limited edition of red chiffon scarves which were displayed at the launch.

"It is an honour to be associated with the launch of the (BELVEDERE) RED special edition in India. The creative process of crafting the limited edition scarves for a cause has been truly gratifying. There are 350 hand-woven and organic scarves which I made for the brand. It took 10 days to make them. The exclusivity of the scarves is the no two scarves will match each other in terms of patterns and designs," he said.

"Belvedere approached me two months ago and from there on, plans of associating with the brand started taking place," he added.

Narula`s scareves will also be retailed at select design stores, beginning early 2012.

"Scarves are going to be in Delhi today (Thursday) and then we will move to Mumbai for the official launch Nov 13. After that we hope to display the scarves around the globe," he said.

Gaurav Bhatia, marketing director of Moët Hennessy India that will distribute the vodka in India, said: "Belvedere has always been the cornerstone of edgy luxury, alternative urban cultures and versatility. We are proud to partner with Aki Narula, a brilliant designer and creative icon, who embodies this very spirit"