'Aishwarya' - new film by Indrajith Lankesh having Upendra, Deepika Padukone and Daisy Bopanna in the lead

Corporate world and entertainment always go hand-in-hand. And big brands in the market co-sponsoring a film is not a new trend in world cinema. But is quite new to Kannada films - that too multiple biggies promoting a single film! Yes, 'Aishwarya' takes the credit to be the first of its kind cinema in Kannada for its in-branding. Nearly seven products have been endorsed in this film for a mutual promotion. More and more companies are coming forward to be a part of this movie even though it's nearing the release date (Sept 15, 2006).

"This kind of co-branding exists in the industry for over 15 years but today if corporate bigwigs are coming forward to co-sponsor Kannada films, then it's purely because of Indrajith Lankesh. From corporate flavor like Bheemas to multi-national companies are part of Aishwarya. This kind of joint venture will certainly help the film as well as the advertisers" says branding consultant Prashanth.

Well-known brands like UB, Reliance, Bheema Jewelries, Radio Mirchi etc are co-promoting Aishwarya.