It’s a Kabali blitzkrieg. The number of events and specific merchandise around the superstar’s next launch keeps increasing in geometric proportions.
With the trailer going viral almost instantly, and indicating a Rajinikant ‘formula’ that people have loved, companies are competing with each other to harness a bit of the Kabali magic for themselves.
After touching the skies with Air Asia, superstar Rajinikanth will now have his image embossed on gold and silver coins. The rare coin will be brought out by the Muthoot Pappachan Group that has joined hands with the makers of Kabali .
Thomas George Muthoot, Director, Muthoot Fincorp, part of the Muthoot Pappachan Group, said, “We celebrate what customers celebrate. This time around, we find our customers excited and celebrating Rajinikanth. We are initiating a multimedia campaign celebrating Kabali and will soon be unveiling our TV commercial,” he added.
“We were particular about which brand we want to associate with. Kabali is an international film and we want brands that are recognised globally,” said D. Paranthaman, Chief Executive Officer of V Creations (production firm) and son of Kalaipuli S. Thanu (the producer of Kabali ).
According to him, the entire branding for this film is pegged at Rs. 40 crore.
“When I say Rs. 40 crore, it is not the money that comes in or goes out. This is the value of the associations we have with the brands,” he said, sitting at his office amidst Kabali cut-outs, merchandise and a small doll that has just come in from China.
“When I was travelling to Malaysia, I spotted a Rajini Baasha doll.
“I was surprised that after 20 years, someone has made a doll inspired by one of his old movies. So we designed the same at an affordable cost,” he said. Around 40,000 dolls have been procured from a manufacturer in China and the plan is to get one lakh.
Promotion
With the release date being announced, more activities have been lined up. Ramesh and Suresh, the stars of the Cadbury 5-Star commercial, will be visiting college campuses in the State to promote the film to younger audience.
Telecom service provider Airtel will be releasing Kabali SIM cards, special packs and wallpapers. “They are also working on a 3D holographic technology. Their vehicle will travel across theatres in Tamil Nadu,” Mr. Paranthaman said.
After India, Kabali will have the most number of screens in China, followed by Thailand in the Asia-Pacific region. In Thailand, the film will be released on 300 screens, the highest ever for any Indian film. “Talks are on to release the movie in as many screens in China,” Mr. Paranthaman said.
After India, China will have the most number of screens, followed by Thailand, in the
Asia-Pacific region
