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Tollywood audio release functions – huge media impact opportunity
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Tollywood audio release functions – huge media impact opportunity


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#stratalogues Andhra Pradesh in a fragmented media scenario, there are some high-impact media opportunities which we chance upon. …

#stratalogues Andhra Pradesh in a fragmented media scenario, there are some high-impact media opportunities which we chance upon.

The audio-release functions of Tollywood (Telugu) movies from the State of Andhra Pradesh India are one such mega-impact media opportunities.

For marketers, media planners, media buyers and even for even management agencies looking for brand opportunities, these are very good.

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  • 1. Tollywood Audio Release Functions – huge impact opportunity The ambitious Telugu film Industry (State of Andhra Pradesh) in an effort to scale-up earnings is turning towards film marketing heavily. As a part of this, every major film has “Audio-release functions” done on the scale of a mini-filmfare awards function. This is usually a grand affair, with some major celebrities attending, song & dance and a lot of fun stage acts. The audio-release functions of top Tollywood/Telugu stars are a huge impact media opportunity for brands. The top 5 stars of Andhra are: (1) Pawan Kalyan (Chiranjeevi’s brother), (2) Mahesh Babu (endorser of Thumsup in Andhra and son of former super star Krishna), (3) Allu Arjun (Is called the style star & does a lot of things with his hair and is thought of as single handedly driving styling of hair & clothes in most of Andhra youth – could fit with SetWet/Advansed/Spykar/Wild Stone/After Shower etc; perfectly – Nephew of Chiranjeevi), (4) Ram Charan Teja (Chiranjeevi’s son & starring in remake of Zanjeer in Hindi – a multi regional opportunity) (5) Junior NTR (NTR’s illegal grand son). Note: Actor Prabhas is also very popular. His personality right now reflects “rebellion/intensity & anger”.
  • 2. Slotting these actors roughly: Pawan Kalyan & Mahesh Babu are joint no:1. While Pawan Kalyan is a mass (family + youth hero), Mahesh Babu is more of a younger couples + youth hero. For example if you consider in-film placement for Family targeted brands “attarintiki Daredi” (whats the way to inlaws house – whose audio function was on July 18/19 2013) makes a terrific fit for advertorial kind of messaging. While Mahesh Babu is very good if you want to target a young nuclear family kind of a couple or the individual male/female who is 30+. He is also apt for a Advansed hair cream (while Stylish Star Allu Arjun is more of a set wet kind of a guy).
  • 3. In a fragmented Telugu media scenario, the glamorous audio-release-functions of super movies is a fantastic opportunity to create massive impact for the brand. Some or the other event happens once every 4months and hence there is a 3-time opportunity in a year. Mini- superbowls of Andhra Pradesh. Here are the following links: Press release hinting at the hype and following: t/regional/telugu/news-interviews/Tight-security-for- Attarintiki-Daredi-audio- release/articleshow/21161009.cms Audio release of “Yevadu” of Ram Cheran Teja (its a 3hour video – gives a you a feel of the amazing opportunity that is there.) Forget just Andhraites, even Telugu NRIs from USA are gearing up to watch todays audio release function (hence banks like ICICI etc; who have their eye on NRI marketing can also leverage this opportunity) and go crazy in Andhra for just the live telecast of the audio release of power star Pawan Kalyan’s “attarintiki daredi”. (What’s the way to the inlaws house ). This is a good friend and Telugu NRI’s Facebook update. Everyone is very
  • 4. eagerly planning to make food or buy food from outside and just park themselves in front of the TV. Posters are printed on a massive scale just for the audio- release and spread all across Andhra Pradesh. As part of the trading-terms, a brand could be present even on these posters.
  • 5. “A must”: I recommend stage branding as a must. One time investment and repeat ROI – every time it is re- telecast and put on youtube etc;. Other initiatives which fit seamlessly into the editorial can also be figured out. It is also a great sampling/trail inducing opportunity, what with thousands of fans flocking to this event and housing themselves in a separate ring of the auditorium. “Brand pouches” meant to induce trail can be given as “return gifts”. The movie fraternity which incurs massive costs for organising this event will be more than eager to reduce their costs via brand sponsorships. #stratalogues Andhra Pradesh