Siyaram Silk Mills has spent Rs 22 crores for a 2-minute commercial of Siyaram’s Premium Suiting Blends, which is set to hit the tube by August end. The Rs 2.5-crore production cost apart, the company has earmarked Rs 20 crores for a media splash. The longest ever commercial will run on prime channels for 16 weeks after making a debut in 300 cinema halls.
Siyarams has struck a deal with Star Network where the suitings company will spend Rs 3 crores in the first three days of the launch. The scheduling of the 2-minute commercial will be on an hourly basis, to be aired from seven in the morning till midnight, across all Star channels.
The ad has been made by Percept and features Dino Morea and Bipasha Basu.
The fad of Indian companies making big-budget ad films picked up only recently when Bharti Enterprises travelled all the way to Australia to shoot a Rs 2-crore commercial involving more than thousand people.
The marketing gurus of Siyarams think that the new commercial shot against the backdrop of the richness of Rajasthan will position the suitings brand on a global platform and also boost sales. The ad film, Coming Home to Siyarams, is expected to have a good impact on sales volumes, said N Gangadhar, Siyarams’ marketing head.