Sponsors steal the show at Tolly

Tollywood is going the corporate way. First, it was scene in Subrata Sen’s much talked about Ek Je Achhe Kanya that was sponsored by the Peerless Group.
This time the corporate world has taken a step ahead. Sen’s latest venture, Nil Nirjane, has a bar scene sponsored by McDowell’s which features Moon Moon Sen and Rajatabha Dutta. Sen feels the credit should go to Gameplan Sports Pvt Ltd, the company that liaisons between producers and sponsors, for bringing in as big a sponsor as McDowell’s.“The scene was such that the sponsorship went well with it,� said Sen, adding, “It’s good idea as it means money flowing into the industry.�
In another film, Swapner Feriwala, that is to be released, the marketing is to be done liquor companies like Seagram’s and Officer’s Choice. “Most of the time the liquor companies are more than eager to sponsor scenes. Since direct ads are restricted, they can advertise their products through particular scenes,� said Soumitra Bose, senior executive, Gameplan Sports Pvt Ltd. Although Mumbai and Chennai have long had corporate sponsorships, Kolkata seems to be new in the business. However, when it comes to marketing a hardcore commercial Bengali film in the corporate way, director Anjan Choudhury said, “Big companies like Coca-Cola and Pepsi generally show their eagerness for marketing off-beat Bengali cinema which is neither commercial nor parallel. Here, filmmakers like us have little to benefit from.� Another film whose marketing strategies are being planned in a big way is Sanjbatir Rupkatha.
Produced by none other than management guru, Arindam Choudhury, the film is based on a story written by Joy Goswami. “Although nothing is decided as yet, but jewellers like Inter Gold, P.C. Chandra, B.C. Sen and other companies like Samsung and Electrolux will be marketing the film,� said Bose. He added that the promotion will be done in a large scale at Swabhumi or Ffort Radisson. This will be followed by debates and book readings.