It is not something that is new but it isn’t old either. Danayya, the producer of Varudu, has come up with an advertising strategy to promote his movie.

Though there are certain guidelines about advertising such as limiting the number of ads and the size of the advertisements in print and electronic media, as laid by the The Producers’ Council in the Telugu Film Industry, producer Danayya has not violated them but has found the loop-holes in the guidelines for promoting his movie.

‘Kalamandir’ a leading store that sells sarees and clothes, had tied up with ‘Varudu’ in promoting the movie. Allu Arjun appears in the advertisement just like how he appears in the movie’s promotional stills and The Producers’ council has entered to see if there is a violation of the norms.

Divulging in to the price of the advertisements, sources say that Kalamandir has paid up to Rs.3.5 Lakhs for a full page colour advertisement in a leading daily. When approached, Kalamandir owners coolly replied that Allu Arjun has been endorsing their collections.

A tie-up with business firms could be an easy way to promote a movie and on the long run could be a profitable tie-up. The Producers’ council has considered this as a violation of guidelines and is looking into the issue.

As it looks, most film makers in Tollywood would try to develop unique strategies and promote their movies in the future.

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