could be the beginning of a trend amongst Tamil movie
stars to optimise their brand equity. Says Tamil
movie actor R Madhavan: "The brand equity of Indian
cine stars extends overseas. My own image has been exploited
overseas without my earning a single paise. That's when
I decided to seek professional help to tap brand equity."
Tamil ethnic groups spread across the US, UK, Sri Lanka,
Singapore, Malaysi and France, Indian movie personalities
have a strong following overseas.
as he is called by his largely feminine fans, has hired
IMG, a sports, leisure and lifestyle management and
marketing company to manage his off the cine screen
commercial and non commercial dealings. With this, he
becomes the first movie star in the country to hire
a professional agency to manage his non-cine revenue
adds: "Actors like me are usually not aware about
a company's ad budge and sharp corporate executives
could short change us." Madhanvan has acted as
brand ambassador for Bajaj Auto's Safari, Pepsi and
Airtel (cellular service providers). For him the agreement
comes at an ideal moment as he is handling dual language
movies in Tamil and Hindi. So far, he has starred in
11 South Indian and two Hindi movies.
to the agreement, IMG will scout for off-screen commercial
opportunities and other engagements to enhance Madhavan's
brand equity. "It is a long-term contract and we
will be paid a commission on the revenues we generate,"
says Ravi Krishnan, managing director, IMG / TWI South
Asia and senior international vice president, IMG.
to him, IMG will do the necessary research, scout for
commercial opportunities like commercials and merchandising
of Mahadavan. For IMG, this is the first deal with a
cine star. The company manages the accounts of tennis
players Vijay Amritraj and his son Prakash and cricketer
will soon announce another movie star deal," says