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Adlabs, Sujatha Cine Arts entrust WOC with communication duties for Tamil film

19-March-2007
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Adlabs, Sujatha Cine Arts entrust WOC with communication duties for Tamil film

WOC, a Chennai-based creative shop, has been assigned the entire communication portfolio of Kollywood actor Ajith’s upcoming movie ‘Kreedam’. WOC will be entitled to handle the entire gamut of promotional activities of the movie, viz., print, outdoors, television and the trailers.

Kreedam, which also has Thrisha and Raj Kiran in the leading role, is a joint production between Sujatha Cine Arts and Adlabs Films Pvt. Ltd. This is the first production venture of Adlabs in south India, whereas for Sujatha Cine Arts, which has produced some blockbuster Kollywood flicks including the Rajini-starrer ‘Billa’, (the Tamil remake of ‘Don’) and the Kamal Hassan-starrer ‘Saval’, it is like home coming.

When contacted, Amudhan, MD, WOC, said, “As per my knowledge, there has never been any coordinated effort for movie promotion, and this is the first attempt to treat cinema promotion in a professional manner and create distinctive identity for it. Movie promos, whether for a high or low budget movie, have all along been about grabbing some flashy stills from the movie, plastering the city with those stills and putting up some hoardings here and there. There was no innovative approach involved.”

“The promos of ‘Kreedam’ would be completely different and innovation would be its core. The promotion would be executed in a phases. The first phase would focus on creating some sort of curiosity among the audience, the second phase would involve making a connect with the audience, while the third phase would give some idea about the film,” Amudhan said.

Interestingly, the first phase of the creative does not feature any of the stars from the movie. There are a lot of expectations from the film in the industry since it has a high profile starcast. Moreover, according to Amudhan, this is for the first time that Sujatha Cine Arts has teamed up with Adlabs.

So why do the producers need an ad agency to promote their movie when the film boasts of a high profile starcast and has all other requirements in place? Amudhan explains, “It is because they wanted a communication strategy that would stand out from the crowd. People turn to professionals whenever they need an idea to sell a product and this is no different.”

The entire promo would revolve around the plot of the movie since the film is a plot and performance-driven one, even though it has a high profile starcast, Amudhan said.

“I think the trend of cinema promotion is slowly changing. If professionals come up with some cutting edge creative work, more and more directors and producers would then consider this as an option to promote their movies, which would create new vistas for advertising agencies,” Amudhan hopes.

“There is more industry-agency exchange taking place in the North, which would soon replicate in the South too,” he said. The campaign will be launched shortly and the movie is slated for a release on May 1. Vijay, who has been working as an assistant director to well-known director Priyadarshan in ‘Hulchul’ and ‘Hungama’, and Tamil film ‘Lesa Lesa’, is making his directorial debut in Kollywood with ‘Kreedam’.

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