UNI

Bangalore, Aug 27: The State Public Sector Karnataka Soaps and Detergents Limited (KSDL) has entered into a strategic arrangement with Sri Tulaja Bhavani Creations, producers of Kannada film Tananam Tananam to boost the sales of its new product 'Herbal Care Soap.'

Talking to newspersons here, KSDL Managing Director I R Perumal said this was for the first time a State Public Sector was entering the film field to popularise its products. "Since the film is based on a traditional family story, we thought it will be an ideal platform for advertising our new product. The soap will hit the markets after the release of the film." He said the manufacturers of the famous Mysore Sandal Soap had hit upon the idea when they were looking for innovative methods to promote the new product.

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Perumal said the company felt that the film, directed by popular director Kavitha Lankesh, would help to create a popular brand image for the product as it stars Jnanpith awardee Girish Karnad, actress Bharathi, popular Tamil actor Shyam and Kannada heart-throbs Rakshitha and Ramya.

He said as per the arrangement, "Herbal Care Soap" would appear on all the press advertisements, outdoor hoardings, theatre banners and show card. It's jingles would also be incorporated in the film's audio cassettes.

Perumal said this was the first time the company had entered into such an innovative promotion with aim to reach consumers in both urban and rural areas.