labels: empee distilleries, entertainment, foods / beverages, advertising/branding
Tamil movie to promote Old Secret rum news
Our Corporate Bureau
12 January 2005

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.

Karkaa Kasadara is the second movie to be sponsored by Empee. The first one was Dreams, which didn't do well at box office.

Speaking about the film's story line, well-known director R V Uthaya Kumar said, "It is a movie based on romance targetting the youth. The film will be released on Valentine's Day this year."

According to him, Empee will get mileage in the form of subtle in-film promotion of Old Secret, among others.

The film has several new faces including the hero, Vikraanth, the heroine Laxmi Rai, villain Jac Rasae (the real life Rajasekar Ayyanar, a Tamilian settled in US). Music director Prayag makes his debut in the Tamil cine world through Karkaa Kasadara.

Interestingly the Old Secret model Diyaa Sharma is one of the two heroines.

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Tamil movie to promote Old Secret rum