New Delhi: Feminine hygiene brand Paree has collaborated with Bollywood’s latest release – Saina, a biographical sports film starring Parineeti Chopra as ace badminton player Saina Nehwal, who is also associated with the brand.

The brand endeavours to empower women to prioritise themselves and their dreams through its association with the film. Directed by Amole Gupte and produced by T-Series’ Bhushan Kumar and Krishan Kumar and Front Foot Pictures' Sujay Jairaj and Rasesh Shah, Saina released on Friday. The association is aimed at celebrating women achievers like Saina Nehwal, said the company in a statement. The film showcases Nehwal’s journey and struggles from a young girl to becoming the badminton champion that she is. Paree has also released a co-branded promo with Parineeti Chopra.

Paree founder & CEO Sahil Dharia said, “It is gratifying to have Saina as the voice of our brand and our philosophy. She strengthens the spirit of womanhood among youth. Through this association we have taken our vision to a larger platform that we believe can encourage and motivate every girl to dream big and be a go-getter like Saina and Parineeti.”  

T-series co-producer & president - media, marketing, publishing (TV) Vinod Bhanushali said, “Through this visual montage, Paree aims to create a platform for women to shine and encourage them to champion through every challenge. Paree has been a pioneer in the women hygiene space with an innovative and progressive approach to menstruation. Saina is a story of a young girl who dreamed, fought all odds, and challenged herself to become the world no. 1 badminton champion. The brand collaboration was a perfect fit for the film.”