Kum­taj adds spice to fish at Velach­ery mar­ket

Amma Meen Mar­ket comes up with an in­no­va­tive mar­ket­ing strat­egy to woo cus­tomers

The Hindu - - CHENNAI - Special Cor­re­spon­dent

An ad­ver­tise­ment for a fish mar­ket in Velach­ery is catch­ing the at­ten­tion of many a cus­tomer in the area. Rather than just de­sign a sim­ple flyer or an ad show­ing fish, the own­ers chose to go for a more fash­ion­able one with an ac­tor danc­ing to a catchy num­ber and show­cas­ing the fish.

Ac­tor Kum­taj, who has played the lead role in a few films sev­eral years ago, has swayed to the tune of a young mu­sic di­rec­tor Deepan Chakravarthy. The ad film’s di­rec­tor V.B. Vetriv­e­lan has been the co-di­rec­tor in films for 22 years now. “The owner wanted some­thing sim­ple with a few shots of the mar­ket, some mu­sic and a script about the mar­ket. But I said it would not be very at­trac­tive and made this one. It took four hours to shoot and a day to edit,” Mr. Vetriv­e­lan ex­plained.

Amma Meen Mar­ket is run by for­mer coun­cil­lor of ward 178 M.A. Murthy and has 28 shops that is open from 6 a.m. to 9 p.m. “When we opened a cou­ple of months ago we used to give away saplings to ev­ery cus­tomer and for those pur­chas­ing more than ₹500, we gave tif­fin boxes. Then we came up with this ad­ver­tise­ment,” said Mr. Murthy, who owns Amma Meen Mar­ket near the Velach­ery road over­bridge.

The shops were ear­lier lo­cated along the Velach­ery-Tam­baram road, but were re­moved dur­ing road widen­ing work. “The sell­ers had been ask­ing me to help them with an al­ter­na­tive lo­ca­tion for the shops. We had been ask­ing for space be­neath the road over­bridge but the High­ways Depart­ment and an Amma Unav­agam came up there. Hence, I cleaned up this piece of land and built a mar­ket with all fa­cil­i­ties,” he said.

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