#stratalogues Andhra Pradesh in a fragmented media scenario, there are some high-impact media opportunities which we chance upon. The audio-release functions of Tollywood (Telugu) movies from the State of Andhra Pradesh India are one such mega-impact media opportunities. For marketers, media planners, media buyers and even for even management agencies looking for brand opportunities, these are very good.

1. Tollywood Audio Release Functions – huge
impact opportunity
The ambitious Telugu film Industry (State of Andhra
Pradesh) in an effort to scale-up earnings is turning
towards film marketing heavily. As a part of this, every
major film has “Audio-release functions” done on the
scale of a mini-filmfare awards function.
This is usually a grand affair, with some major celebrities
attending, song & dance and a lot of fun stage acts.
The audio-release functions of top Tollywood/Telugu stars
are a huge impact media opportunity for brands.
The top 5 stars of Andhra are: (1) Pawan Kalyan
(Chiranjeevi’s brother), (2) Mahesh Babu (endorser of
Thumsup in Andhra and son of former super star Krishna),
(3) Allu Arjun (Is called the style star & does a lot of
things with his hair and is thought of as single handedly
driving styling of hair & clothes in most of Andhra youth –
could fit with SetWet/Advansed/Spykar/Wild Stone/After
Shower etc; perfectly – Nephew of Chiranjeevi), (4) Ram
Charan Teja (Chiranjeevi’s son & starring in remake of
Zanjeer in Hindi – a multi regional opportunity) (5) Junior
NTR (NTR’s illegal grand son).
Note: Actor Prabhas is also very popular. His personality
right now reflects “rebellion/intensity & anger”.

2. Slotting these actors roughly:
Pawan Kalyan & Mahesh Babu are joint no:1. While
Pawan Kalyan is a mass (family + youth hero), Mahesh
Babu is more of a younger couples + youth hero. For
example if you consider in-film placement for Family
targeted brands “attarintiki Daredi” (whats the way to
inlaws house – whose audio function was on July 18/19
2013) makes a terrific fit for advertorial kind of
messaging.
While Mahesh Babu is very good if you want to target a
young nuclear family kind of a couple or the individual
male/female who is 30+. He is also apt for a Advansed
hair cream (while Stylish Star Allu Arjun is more of a set
wet kind of a guy).

3. In a fragmented Telugu media scenario, the glamorous
audio-release-functions of super movies is a fantastic
opportunity to create massive impact for the brand.
Some or the other event happens once every 4months and
hence there is a 3-time opportunity in a year. Mini-
superbowls of Andhra Pradesh.
Here are the following links:
Press release hinting at the hype and
following: http://timesofindia.indiatimes.com/entertainmen
t/regional/telugu/news-interviews/Tight-security-for-
Attarintiki-Daredi-audio-
release/articleshow/21161009.cms
Audio release of “Yevadu” of Ram Cheran Teja (its a
3hour video – gives a you a feel of the amazing
opportunity that is there.)
http://www.youtube.com/watch?v=fAIgWj0k7G
Forget just Andhraites, even Telugu NRIs from USA are
gearing up to watch todays audio release function (hence
banks like ICICI etc; who have their eye on NRI
marketing can also leverage this opportunity) and go crazy
in Andhra for just the live telecast of the audio release of
power star Pawan Kalyan’s “attarintiki daredi”. (What’s
the way to the inlaws house ).
This is a good friend and Telugu NRI’s Facebook update.
Everyone is very

4. eagerly
planning to make food or buy food from outside and just
park themselves in front of the TV.
Posters are printed on a massive scale just for the audio-
release and spread all across Andhra Pradesh. As part of
the trading-terms, a brand could be present even on these
posters.

5. “A must”: I recommend stage branding as a must. One
time investment and repeat ROI – every time it is re-
telecast and put on youtube etc;.
Other initiatives which fit seamlessly into the editorial can
also be figured out. It is also a great sampling/trail
inducing opportunity, what with thousands of fans
flocking to this event and housing themselves in a separate
ring of the auditorium. “Brand pouches” meant to induce
trail can be given as “return gifts”.
The movie fraternity which incurs massive costs for
organising this event will be more than eager to reduce
their costs via brand sponsorships.
#stratalogues Andhra Pradesh
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