Top Story

e4m_logo.png

Home >> Marketing >> Article

Empee to take up movie publicity to promote Old Secret

13-January-2005
Font Size   16
Empee to take up movie publicity to promote Old Secret

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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by