Superstar Rajnikanth-starrer ‘Kuselan’ will become an in-film advertising platform for Sanguine Media Ltd. ‘Kuselan’ is a bilingual film (Tamil/Telugu) produced by Kavithaalaya and Seven Arts. With more than 400 films being produced in South India annually, Sanguine is optimistic about scaling new heights with this new venture.
“It was quite challenging as Rajnikanth does not endorse any brands, and the in-film avenues had to be worked out keeping this in mind,” said DV Vinod, Managing Director & CEO, Sanguine Media.
He further said, “Sanguine’s mission is to become an extended arm for brand managers and media agencies. In-film advertising will supplement our present business by giving more options to advertisers and will help film producers to generate revenues from alternative sources. This new extension of Sanguine will generate Rs 3-5 crore this financial year.”
“The traditional method of displaying brand signage during a song or a fight sequence in a film is outdated. It would be more effective if the brands were woven into the fabric of the film. This was more challenging as it needed expertise to blend the brand into the film keeping in focus the characters and scenes,” Vinod added.
He felt that brands and agencies were continually exploring various media options for mass and niche communication. The Indian film industry, with its enormous reach, was one of the best platforms for brands to reach their target consumers in a sublime level at a relatively low cost, he added.
Sanguine Media is a public limited company focused on the growing mass media business. The company is currently involved in the electronic media (television: software production and marketing) for southern regional channels, especially Gemini TV. Sanguine Media’s annual turnover for the year ended March 31, 2008, was Rs 18.12 crore. The company recently forayed into rural marketing and event management services with customised services for corporate clients across the country.