According to sources, Lata Mangeshkar has been paid Rs 1 crore upfront forthe project. Moreover, she is also believed to be taking a royalty of 10 percent on an ad-valorem basis. The perfume is priced at Rs 1,700 for 60 ml.Says director (marketing) Deepak Kanegaonkar, Vishuddha Rasayanee: ``This isthe first premium Indian fragrance launched by a celebrity. In the past,Shah Rukh Khan and Zeenat Aman have also launched fragrances in their names.But while the Zeenat Aman perfume is hardly present on the shelves, the ShahRukh Khan perfume is selling at only Rs 350.''

For promoting the brand, a massive media plan has been formulated by thecompany's ad agency Trikaya Grey, which includes press, television andoutdoor campaigns. The press campaign is due to release in the next two daysin 16 leading newspapers and magazines at a cost of Rs 1.09 crore.Simultaneously the television commercial will run across nine channels--thecost is estimated at Rs 1.89 crore. A set of two TVCs have been created; thefirst one to run for only two months. The base line in both the ads is oneof Lata's popular film number: `Rahe na rahe hum, mehka karenge'.

The company is also putting up hoardings in major metros and is targeting144 cities and towns in the first phase. According to Kanegaonkar: ``Thebottomline of the marketing plan is simple: to ensure that each and everyfan of the legendary singer across the country, gets an opportunity to tryand buy the perfume.''

To serve the purpose, the company has appointed 30 distributors. The companyalong with the distributors has then selected about 3,500 retail outlets allover India which stock premium products. `Lata' will also be sold throughdirect marketing. The perfume will also be available at Shehnaz Hussainoutlets. Says Kanegaonkar: ``Normally Shehnaz Hussain does not sell anyother brand other than her own. With `Lata', she is making an exception.''Initially, the product will be offered to the customers along with twocassettes of Lata.

The company has made an initial investment of Rs 4 crore in creating thefragrance which is woody and floral with a sandalwood base. A lot ofemphasis has been laid on the packaging. Says Kanegaonkar: ``The packagingitself is a display because it is an acrylic bottle which will marketed in adelicate glass flacon designed in the shape of the auspicious kalash.'' Thecompany expects to sell about 5 lakh bottles by November 2000.