Is Dhanush hunting in Suriya’s home territory?
Dhanush has tied up with FMCG major Himani Navaratna Hair Oil for a “brand placement in the international chartbuster Kolaveri Di in his Aishwarya Dhanush directed 3.”
For the last few years top south Indian superstar Suriya is the brand ambassador for Navaratna oil. But the brand has now chosen an in film placement during Kolaveri Di song picturised on Dhanush and Sruthi.
Krishna Mohan, CEO of Emami told the leading business paper : “ Navaratna oil with its tagline “thanda thanda cool cool” makes a perfect connect with the song. From Kolaveri di to Coolaveri di !”
The song has been picturised by Aishwarya Dhanush on the beaches of Mahabalipuram on a set depicting crowded shopping street of Chennai’s most famous Marina beach. The Kolaveri song is conceptualised in the movie to show hero Dhanush’s heartbreak for Shruti Haasan.
In the song, Dhanush does a dance step in front of the beachside Emami stall while a lot of consumers are buying Emami Navratna Hair oil. The idea was to sync into the mood of the song and the placement was in tune with the lyrics of the song.
Remember how Munni Badnaam Hui song in Dabangg helped the product to push the sales of Zandu Balm? Dhanush the smart alec that he is trying to replicate it with Kolaveri Di. The entire shoot of the 3 song was funded by Himami Navratna who is also reported to have paid Dhanush a bomb to do the in-film placement.
There are reports that three other brands have also tied up with 3 for in-song placement. When contacted Dhanush said: “Yes,brands have tied up for in-song placement, but I’m under a contract and can’t disclose the details.”