MUMBAI: FMCG company Emami has tied up with the movie ‘3‘ for in-film promotion of their brand Himani Navratna Oil. This movie is south Indian actor Rajnikant‘s daughter Aishwarya Dhanush‘s directorial debut and stars actor-singer Dhanush and Shruti Hassan in the lead roles.

The movie is slated for release in April 2012.

Emami aims to connect with consumers with the proposition of ‘cool‘, keeping in mind the success Kolaveri Di has had with the youth. Himani Navratna oil currently goes with the tagline of"thanda thanda cool cool".

Emami‘s Krishna Mohan said,"Emami has for the first time tied up with a Tamil movie ‘3‘ for an in-film promotion of the brand Himani Navratna. We are hopeful that the in-film tie up will help in giving that extra mileage to the product. Our previous experiences with film stars in sensitizing Emami products have proved worthy."

The original movie version of the song"Why this Kolaveri Di" has been recently filmed in a set made to replicate the crowded shopping street of Chennai Marina beach. The song‘s visuals show Dhanush‘s heartbreak for Hassan and Navratna Oil being positioned as a stress reliever.

Apart from this tie up, Navratna is endorsed by celebrities like Amitabh Bachchan, Shah Rukh Khan, Suriya, Jr NTR, Chiranjeevi and Mahesh Babu to name a few. Along with a presence in print, electronic media and radio, the brand is also promoted heavily through consumer engagement programs.

In the past too, Emami has used in-film placement of a brand with ‘Agar Tum Na Hote‘, in which Rajesh Khanna, playing the role of Emami‘s owner, hires Raj Babbar to photograph Rekha.