The Hindu : Tamil Nadu / Chennai News : Star wars shift to city's skyline

Online edition of India's National Newspaper
Wednesday, Apr 13, 2005

Tamil Nadu

Tamil Nadu - Chennai

Star wars shift to city's skyline

By Our Special Correspondent

CHENNAI, APRIL 12. The latest episode of "star wars" has shifted to the city's skyline. But this time around, more than the stars, it is the associates who want all the attention.

The writing is on the vinyl. While Tata Indicom's coverage includes 75,000 sq. ft. of hoarding space provided to the Rajnikanth's "Chandra Mukhi," Three Roses has given parking space for Kamal Haasan's "Mumbai Express" and Reliance Infocomm is ringing in Vijay's "Sachien" with 40,000 sq. ft. of space across the State, including 22 hoardings in the city.

"Movies have become integral to our lives. We need to stay close to what customers need," V.G. Somasekhar, Reliance India Mobile Geography Head-Tamil Nadu, said on RIM's association with "Sachien."

"Sachien" producer Kalaipuli S. Dhanu says: "Just when I was wondering how to do a large-scale publicity campaign for the film, Reliance came in to provide us publicity on a scale larger than I had expected."

Reliance subscribers will not only be able to catch a sneak preview of the film on their phones and download ringtones and wallpapers, they will also get a call from the "Ilaya Thalapathy" wishing them `Happy New Year.' The producer flagged off a float, which would go around the city to promote the movie.

Tata Indicom, meanwhile, revealed its plan for a road show across the State. "The advertising and promotional activity has been designed in such a way to entertain as well as educate the customer on the innovative services offered by Tata Teleservices," Madhusudan, Chief Operating Officer, Tamil Nadu and Kerala, said.

Apart from the hoardings and displays on MTC buses, "Mumbai Express" is using its website, www.mumbaixpress.com, to promote the movie. Chandramukhithefilm.com, designed by Galatta.com, though not loaded with as much information, has plenty of stills of Rajnikanth for download.

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