Empee Group has associated with Smartline Pictures' movie Karkaa Kasadara to advertise its Old Secret brand rum surrogately. The company will spend Rs 50 lakh in promoting the movie. | |
| This is the second such venture for the Empee Group after it has associated with another Tamil movie earlier called Dreams. |
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| "As we cannot advertise our liqour products directly, we have chosen movies as a vehicle for surrogate advertising through Old Secret Cola brand. We will use our adeptness at marketing to create exciting promotions for the movie," said S Balasubramaniam, vice-president (sales and marketing), Apollo Alchobev. Apollo Alchobev markets the Old Secret brand. |
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| Karkaa Kasadara, directed by RV Uthaya Kumar, and featuring debutantes Vikraanth (cousin of Tamil film star Vijay), Laxmi Rai and Diya is slated for a February 14, Valentine's Day release. |
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| Apollo Alchobev is targeting to sell 1.5 million cases of flagship brand Old Secret rum by mid-2005 in Tamil Nadu, Karnataka and Kerala. The company also plans to launch the brand in Orissa, Andhra Pradesh, Haryana and West Bengal. It has earmarked a total of Rs 5 crore for advertising the brand in these states. |
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| Empee Group is targeting Rs 300-crore revenues to accrue from its liqour business this fiscal. |
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