The newspaper ad campaign being carried out by Dhyanidhi Alagiri’s Tamil Padam has become the talk of the ad world.
Remember the film’s director CS Amudhan is coming from an advertising background, which must be the reason why the campaign has become so popular.
Tamil Padam is 2010’s biggest hit so far, in terms of ROI (return on investment). Still the producers of the film has not resorted to, Kollywood ad writers favourite copy line- “Super Hit”, “Smash Hit”, “Bumper Collections”, “Record Break Opening” etc, etc
Instead they have concentrated on highlighting their product value. The first of the ads was “Our request to the audience”, which had five requests like “Please don’t laugh too long for the jokes. You will miss the next one”. Next day the ad was placed upside down with the catch line, “A movie that will rock your world upside down”!
Today’s (Feb 13) copy reads- “Remedies for stomach ache”. It indicates that you will laugh so much seeing the film that may cause a stomach ache, for which they have listed the remedies. The ad campaign has created a buzz and curiosity among the audiences that Tamil Padam is a spoof and a probable fun ride.
The campaign has been so successful that Sathyam Cinemas and Mayaajal have increased the number of shows for the film in its third week, at a time when shows of bigger star studded film have been reduced. Tamil Padam has definitely changed the rules in the placid world of Tamil film advertising.
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