Rajiv Singh, ET Bureau | Feb 10, 2012, 10.08AM IST
NEW DELHI: Now, it's Emami's turn to sing "Why this kolaveri di". The Kolkata-based FMCG maker's Himani Navratna hair oil will have its place in front of the camera when the viral hit song is shown in Tamil film '3', its CEO Krishna Mohan said.
Dhanush, the actor-producer of the movie and lyricist-singer of the song, confirmed that a number of national and local brands have tied up for product placement during the song sequence.
"Yes, brands have tied up for in-song placement, but I can't disclose the details," he told ET.
A person familiar with the development said other brands tied up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co.
'Kolaveri di' has become a national rage with more than 42-million hits on YouTube, over 2.5-million ringtone downloads and 3.5-million video downloads since its digital release on November 16 last year.
For Emami, it will be the first product placement in a Tamil movie. The maker of Zandu Balm pain reliever rub and BoroPlus anti-septic cream has had its brands present in some Bollywood super hits such as "Munni badnaam hui".
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