Third in a series of ensemble comedy-action films, The Expendables 3 will feature an equally incredible series of powerful men's watches by Swiss Eagle, one of the world's best watchmakers. The watches, designed for and named after the film, will be seen adorning the wrists of the rugged action heroes.

The deal that tactfully aligns opportunity with value is the brainchild of Marketing & Brand Consultant Neeta Shah, for Pulp Fiction Entertainment. "Brands usually prefer to tie-up with Bollywood films either for in-film scenes or for star/actor visit. I believe in creating value propositions for both the brand and the film. The Expendables 3 resonates with the brand's philosophy completely, both are targeting the youth - who are hardcore, sturdy and tough," says and enthusiastic Neeta Shah.

The team at PVR Pictures is equally pleased. Girish Wankhede, National Marketing Head for PVR Pictures said, "With the immense strength of our franchise, we needed a brand with a reputation to qualify for the entire campaign. The brand connect and the pitch with Swiss Eagle steered the same target group which was win-win for both brands. Such alliances amplify the campaign and propel the visibility." Shah continues, "With this alliance, we have pushed the envelope. The amalgamation of The Expendables 3 and Swiss Eagle is a big breakthrough and I look forward for other such alliances."