Karnataka - Bangalore   

Cashing in on film craze

Staff Reporter

BANGALORE: Close on the heels of signing international cricketer Mahendra Singh Dhoni as the brand ambassador for promotion of its Mysore Sandal soap, Karnataka Soaps and Detergents Ltd. (KSDL) has now entered into an agreement with producers of new Kannada movie Tananam Tananam.

This time the brand association is for promoting the company's new `Herbal Care' soap. The agreement was formally announced at a function organised by KSDL on Thursday. The product promotion will start from the credit title in the movie. It will appear on all publicity material including outdoor hoardings, theatre-banners and show cards. There will be a jingle on the soap in audio cassettes.

Reaching more people

KSDL managing director I.R. Perumal said: "The idea is to reach consumers in rural and urban areas. Movie craze is on the rise among people these days and any association with cine stars and movies will definitely help in promoting the product. We are spending Rs. 8 lakh on this promotion campaign".

Tananam Tananam, directed by Kavitha Lankesh and produced by N.M. Suresh, has a star cast comprising Girish Karnad and Bharathi Vishnuvardhan, Ramya, Rakshitha and Sham.

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