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Tata Tele, Sivaji Productions in mutual promotion deal

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Mr M.A. Madhusudan, Chief Operating Officer, Tata Teleservices - Tamil Nadu and Kerala circles (right), with Mr Ramkumar (centre) of Sivaji Productions and Mr P. Vasu, director of the film `Chandramukhi', at a press conference in Chennai on Monday. Bijoy Ghosh
Mr M.A. Madhusudan, Chief Operating Officer, Tata Teleservices - Tamil Nadu and Kerala circles (right), with Mr Ramkumar (centre) of Sivaji Productions and Mr P. Vasu, director of the film `Chandramukhi', at a press conference in Chennai on Monday. Bijoy Ghosh

Our Bureau

Chennai, Feb. 7

TATA Teleservices Ltd and Sivaji Productions have entered into "an understanding" to promote each other's products.

The first in this experiment will centre around the latter's film, Chandramukhi, a Rajnikant starrer.

The film will have footage that is expected to show the Tata Indicom brand while Tata Teleservices will promote the movie through its outdoor visual media. The company has 75,000 sq ft of space in Chennai alone. Neither will pay the other any money.

The promotion campaign will start in early March and go on till mid-May, said Mr M.A. Madhusudan, Chief Operating Officer, Tata Teleservices, at a news conference today.

He added that the agreement was based on "mutual trust" and that there were no written covenants about how much of publicity each will give the other.

Currently, the arrangement is only for Tamil Nadu, but talks are on for extending this to other States too.

In addition to `huge cut-outs and hoardings', Tata Indicom will promote the movie through special screensavers, ring tones, and movie clips that will be made available to its subscribers.

Asked about the production, Mr P. Vasu, director of the movie, said that except for three song sequences, the entire movie shooting was over..

Mr Madhusudan was unable to disclose how much Tata Teleservices would spend on this campaign.

(This article was published in the Business Line print edition dated February 8, 2005)
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