Rajnikanth’s Kabali set to achieve several firsts

By: , and |
Chennai/bengaluru/mumbai | Updated: Jul 19, 2016 7:39 AM

Kabali’s trailer has been watched by over 25 million viewers already

AirAsia, Cadbury 5 Star, Airtel, Emami, Muthoot Fincorp, Amazon, ShopCJ and PVR Cinemas are putting their money on the star's 159th film through various tie-ups. (Twitter)AirAsia, Cadbury 5 Star, Airtel, Emami, Muthoot Fincorp, Amazon, ShopCJ and PVR Cinemas are putting their money on the star’s 159th film through various tie-ups. (Twitter)

With corporates hoping to cash in on Kabali, Tamil superstar Rajnikanth’s much anticipated film, the movie could achieve several firsts. While a few companies in Chennai have declared Friday July 22 a holiday, the Muthoot Group will issue silver coins and pendants embossed with Rajnikanth’s image.

Car manufacturers are taking branding initiatives at the request of the superstar’s fans. A Maruti car dealer in Hosur, Tamil Nadu, for instance, has sold custom- made Swifts designed with Kabali posters. Recently, planes of AirAsia sported Kabali visuals on the fuselage. Those on the special flight on July 22 from Bengaluru to Chennai will be served a special Kabali meal.

The producers of the film have already raked in R40 crore via brand associations. Apart from the big players, small local shops and online platforms like Coveritup too are investing inKabali themed merchandise as well as T-shirts.
Bharti Airtel has launched exclusive products and services including special Kabali recharge packs with unlimited 2G internet, Kabali Hello Tunes and new Kabali branded SIM packs.

Findus India, a Chennai-based start-up, has informed its staff that July 22 will be a holiday. Opus Innovative Structural Solutions, a Bengaluru-based outfit, has followed suit. The #KabaliLeaveLetter hashtag is trending on Twitter as well. The film is set to hit the screens this Friday and the advertising fraternity is not about to pass up such a big opportunity. AirAsia, Cadbury 5 Star, Airtel, Emami, Muthoot Fincorp, Amazon, ShopCJ and PVR Cinemas are putting their money on the star’s 159th film through various tie-ups.

Says Aastha Jain, senior business director, ESP Properties, “For brands, Kabali means associating with a platform which connects with every age and gender in South India equally. The brands see an immediate impact on their recall value when they associate with film titles of Rajnikanth.” The producers are understood to have associated with a few select brands so as to retain ‘uniqueness’ and ‘innovation’.

Apart from the big companies, small local shops and online platforms like Coveritup too are investing in Kabali themed merchandise. To be released in over 4,000 screens in Tamil, Telugu and Hindi in the country it will also be dubbed in Malay, Mandarin and Thai.

The film, produced on a budget of over Rs 100 crore, is expected to make in an estimated R200 crore in the first three days of its release. Kabali’s trailer has been watched by over 25 million viewers already. The movie will hit theatres in the US, France, China, Japan, Indonesia and Malaysia, among others. In the US alone, it is opening to 400 screens.

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