New Indian Express, Chennai - 02 Apr, 2008
Who started it ?
Identifying cinema as a powerful medium as well, his Kavithalaya entered into a deal, for the first time, for in-film advertising. Pudhu Pudhu Arthangal churned out from the KB factory in 1989 had a deal with Solidaire TV. Though there have been earlier movies where products have been shown, it remains unclear if there were monetary deals with the producing company.
In Pudhu Pudhu Arthangal, remember Poornam Vishwanathan’s fatal obsession with the Amala hoarding of a Solidaire TV ?
“Yes that was the first time we entered into a business deal with a client. But it wasn’t just about placing the product. It was woven in the story. The movie opened us up to corporates” said the movie’s producer Pushpa Kandaswamy.