Tamil movie to promote Old Secret rum

Chennai: As part of its aggressive promotion plan for Old Secret rum brand, the city based Empee Distilleries Limited will sponsor a new Tamil movie, Karkaa Kasadara.

According to P K Das, vice president, finance, the company will promote the movie as a promotion for its Old Secret brand.

Empee is pinning high hopes on Old Secret that was launched in July 2003. "We expect Old Secret to bring in around Rs300 crore in Tamil Nadu and Rs100 crore in Karnataka in two years time," said Das.

That would involve a sales of 1.5 lakh cases per month, adds S Balasubramanian, vice president-sales and marketing.

Currently marketed in these two states, Empee sells around 50,000 cases per month. The company plans to take Old Secret to other liquor markets like Delhi, Punjab and North Eastern states.