Actor Emraan Hashmi has joined hands with home appliance brand Summercool for a special campaign that cleverly doubles up as a promotional push for his upcoming film ‘Ground Zero’.

The campaign features a newly launched television commercial in which Hashmi appears as a soldier—a nod to the character he plays in the movie—seamlessly blending product advertising with film marketing.

According to an NDTV report, the collaboration is part of a co-branded initiative, where the film’s theme of resilience and duty aligns with Summercool’s brand narrative.

The ad, which began airing recently across digital and television platforms, showcases Hashmi in military gear, delivering a message that connects the values of endurance and reliability to both the product and the storyline of ‘Ground Zero’. It’s a smart move that leverages star power and brand synergy ahead of the film’s release.