Screen-lord Rajnikant is serving a few aces for Tata Tele's visibility in Tamil Nadu - thanks to the company's tie-up with the actor's to-be-released film, 'Chandramukhi'. And welcoming the audience in the first few frames of the film will be the company's new brand ambassador for Tamil Nadu, whose identity is to be revealed in the next few days. Tata Teleservices and Sivaji Productions had entered into an understanding to promote 'Chandramukhi'.
The company, which earlier had an outdoor spread of around 60,000 sq. ft., will now be present jointly with the movie on over 70,000 sq. ft. of outdoor advertising space across the state. To add to this are the giant-sized cutouts of arguably Tamil filmdom's only superstar. The company has undertaken a dipstick across its hoarding locations to study recall and claims that visibility was very high and that passers-by readily associate Tata Tele with the movie now.
Speaking to exchange4media, Ramesh Thondapi, GM-Marketing, Tata Teleservices, Tamil Nadu & Kerala, said, "We want to establish through the communication that we are the only player to offer 100 per cent talk-time. The mega visibility and the trade promotions around the movie we're creating are sure to help in increasing our market share." He also said that the volume of the activity was within the normal marketing budget for the region.
The movie is slated for release on April 14, Tamil New Year's day, and audiences will see a lot of in-film branding in the movie. Besides that, a 30-second commercial would be aired during the intermission. Trailers for the movie are expected to be on air from April 2. The producers, Sivaji Productions, and Tata Tele jointly hosted the audio release on March 5 and an estimated 5,00,000 tapes and CDs would be sold, and these too would carry the Tata Tele logo.
Tata Indicom, the mobile brand from Tata Teleservices, has started providing ringtones, pictures and screensavers of the movie from March 15. These downloads are also being offered through the Internet. "The response has been tremendous so far. Going by the rate of downloads, we would have the highest number of downloads in the history of Tata Tele in Tamil Nadu for offerings around 'Chandramukhi'," added Thondapi.
While gearing up to drive home the association through road shows across the geographic clusters of Chennai, Coimbatore and Madurai, the company has announced that it would give out audiocassettes of the movie with all Tru-paid connections. Tata Tele currently has a subscriber base of over 3.7 lakhs in Tamil Nadu.