Corporate sponsorship of sport is not
new. However, companies have realized
the mass pull the movies wield over the
audience. In order to tap this captive
market, marketing whiz kids peddling anything
from the humble biscuit or mobile phones
to trendy diamond jewelry have come up
with the idea of financing film making.
As a result, we had makers of Fair and
Lovely cream getting fairly wide coverage
in the marketing of Ghajini.
We
had Vijay’s Sivakasi being sponsored
by Vasanth & Co and Chandramukhi benefiting
from Tata Indicom. In continuation of
this trend, the corporate honchos of six
companies including Kingfisher Mineral
Water, Dukes biscuits and Reliance Telecom
have joined in the Telugu project with
superstar Chiranjeevi in the lead. The
film is titled Jai Chiranjeeva. All these
companies will be prominent in the promos
for the film.
