E3 Group has announced its association with the upcoming Hindi action thriller ‘Haiwaan’, starring Saif Ali Khan and Akshay Kumar. The film is directed by filmmaker Priyadarshan.

According to an E3 Group press release from New Delhi today, ‘Haiwaan’ follows a blind martial artist who tries to protect a young girl from a dangerous psychopath. Saif Ali Khan, who is also the brand ambassador of E3 Group, stars in the film alongside Akshay Kumar.

Through the association, E3 Group aims to connect with a wider audience through cinema and increase its brand visibility. The company said the partnership will help it engage with consumers beyond its core business of interior and exterior surface solutions.

The collaboration also builds on E3 Group’s existing association with Saif Ali Khan. The company plans to use the reach of cinema to increase consumer familiarity and strengthen its connection with audiences across markets.

Ajay Garg, Managing Director of E3 Group, said the association with ‘Haiwaan’ is an opportunity for the company to connect with audiences through cinema and build stronger consumer relationships.

The initiative will also give E3 Group opportunities to increase its brand presence around the film’s release. The company said the partnership is part of its wider effort to explore entertainment and popular culture to engage with consumers.