Tollywood, for all it smartness with money and producers who know which side of the bread is buttered, has been slow on the uptake when it came to fully exploiting the corporate and commercial potential of its undoubtedly popular heroes.

Quite unlike in Hollywood and to a certain extent in Bollywood, Tollywood biggies have not used the commercial potential of the heroes beyond the screens. They have failed to realize popular films and its popular heroes are also powerful brands.

If anything, the massive appeal of the heroes have only been exploited by some fly by operators who had brought out memorabilia, knickknacks and attire on heroes like Chiranjeevi, Nagarjuna and Venkatesh and their films.

But now things may be really changing, thanks to the savvy efforts of Swapna Dutt, the smart daughter of producer Aswani Dutt.

The young lady has come up with an idea to utilize the brand equity of Pawan Kalyan. She is planning to bring out special cargo pants under the name Balu, the name of Pawan's new film.

The pants, priced in the range of Rs. 500 -Rs.600, would be available in theaters screening Balu from 11 January.

Smart effort, Swapna.