Co-branding in films in Tollywood is just entering a new pitch with various brands joining the league in the last five years. T-Town filmmakers are able to leverage on the film-corporate tie ups thereby bringing down the film`s publicity spend. It helps them recover their film budget to a certain extent whilst increasing the film`s visibility.

This is a trend that`s generally popular in Bollywood where stars themselves take the initiative and shoulder the film`s promotional activity. Lately, films like Shammitabh, Drisyham, Dhoom, Singham Returns, etc., were able to cut down their publicity budgets as a result of these corporate tie ups. Thanks to the heroes. This is a rare sign in Tollywood, where lead actors are not open to shoulder the film`s responsibility.

The latest we hear is that Close Up has entered into a co-branding partnership with Mahesh Babu-starrer Srimanthudu`. Apparently the tooth paste major has spent a bomb and is supporting the family drama in their publicity and promotion including TVC for greater synergies. Some of the best co-branding deals in the recent times include

Mukunda (in film) - Honda (two wheeler)

Power - Wheel (detergent powder)

Manam - Red Label and Docomo

Seethamma Vakitlo Simimalle Chettu - Red Label and Mega Mart

Iddarammayilatho - Clear shampoo

Julayi - Colgate Max Fresh