The Hindu Business Line : IMG to `manage' Madhavan

IN what represents IMG's first shot at managing Indian film personalities, the sports, leisure and lifestyle management and marketing major has signed up Tamil film star Madhavan, who rose to stardom with his debut film — Mani Ratnam's Alaipayuthe.

At a press conference to announce the tie-up, IMG official, Mr Ravi Krishnan, said his company is likely to rope in another film personality from the North shortly, but would not reveal further details.

As a result of this tie-up, the company will henceforth represent and target opportunities for all Madhavan's off-screen commercial activities, said Mr Krishnan, who is Managing Director, IMG/TWI South Asia, and Senior International Vice-President, IMG. It will, thus, focus on endorsements, appearances, speaker representation and ad films.

Madhavan is Pepsi's brand ambassador, and till recently had a contract with telecom service provider Airtel too. The film actor said he and Pepsi have "amicably worked out" their relationship with regard to the new arrangement.

The agreement, which will run on the generally accepted "commission basis," is silent on its duration, as both parties favour a "long-term relationship," said Mr Krishnan and Madhavan.

IMG's role with regard to in-film advertising that may be part of Madhavan's future movies will be assessed on a case-to-case basis, said Mr Krishnan, answering a query.

Although the tie-up is strictly for off-screen commercial activities, IMG will act if its client is "unfairly exploited" by in-film advertisers, said Mr Krishnan.

IMG is also expected to develop a dedicated team for managing Indian film celebrities, and this process has already started, he said.

Brad Pitt, Julia Roberts, Tom Cruise, Steven Spielberg and Nicole Kidman are among the Hollywood stars managed by IMG, in alliance with Creative Artists Agency.