Empee Distilleries Ltd hopes to showcase its Old Secret brand through the entertainment industry by sponsoring movie publicity.
Empee Distilleries, which has launched rum and cola under the Old Secret brand, has budgeted over Rs 5 crore to promote the brand in Tamil Nadu and Karnataka. With increased market acceptance it will widen its area of promotion to the North and the North-East.
For now, according to Empee's Vice-President and Company Secretary, Mr P.K. Das, the company will handle the publicity for Karkaa Kasadara, a Tamil feature film directed by R.V. Uthaya Kumar, scheduled to be released on Valentine's Day.
Empee Distilleries will pay the publicity bills for Karkaa Kasadara, including the cost of banners, hoardings and wall posters. Tied in with these will be publicity for the Old Secret brand. This could mean expenditure of about Rs 50 - 60 lakh initially, and depending on the movie's run in the cinemas the expenditure on advertisements would be stepped up, he said.
According to Mr Uthaya Kumar, this is a welcome symbiosis — publicity for the products and cost cutting for the moviemakers. The savings on the cost of publicity is significant and in addition, they get market savvy companies handling the publicity. Marketing is crucial to pull in crowds to the cinemas, he feels.
The Old Secret range is available in Tamil Nadu, Kerala and Karnataka, and will soon be launched in Orissa, Andhra Pradesh and West Bengal. According to Mr Das, Old Secret rum has been a hit from day one, and is among the top brands in its segment. The company plans to aggressively market this brand, which is expected to emerge a major grosser for Empee.