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Producer to rope in top brands for Bahubali-2

Nestle, Britannia among 10-12 partner brands; tie-ups said to be worth Rs 500 cr

T E Narasimhan  |  Chennai 

Producer to rope in top brands for Bahubali-2

The makers of Baahubali 2 plan to cash in on the movie’s popularity by tying up with about a dozen commercial brands for its second instalment, whose production cost is estimated to be Rs 200 crore. While Nestlé’s commercial association with the much-awaited film has already been announced, other names, including and a mobile phone brand, are expected to be made public in coming weeks. Shobu Yarlagadda, producer of Baahubali 2: The Conclusion, said, as Baahubali has become a brand now, it was decided to capitalise on it, both commercially and socially. Excitement around Baahubali 2 was quite evident when its trailer become the seventh most-watched online video within 24 hours of its launch. The trailer has crossed over 100 million views on so far. The movie is set to release in over 6,500 screens across the country on April 28. Baahubali 2 has signed deals worth over Rs 500 crore, mainly for the sale of theatrical and satellite rights, almost double the money earned by Rajinikanth’s from pre-sales, according to reports. Yarlagadda did not comment on how much he is expected to earn through the commercial tie-ups, but said at least 10-12 big brands would be roped in for co-branding, TV commercials, outdoor activities, etc. Nestlé is expected to bring out special packaging for Baahubali 2.

The partnership will be activated through the launch of five new Munch limited edition packs and a high-decibel television campaign, supported by exclusive social media content, he said. The Baahubali team also joined hands with Fueladream, a crowdfunding platform that conceptualised an initiative that allows fans, and those who want to fund a charity, to make a difference to the lives of the children with life-threatening ailments by contributing money. The donors will get unique rewards, such as T-shirts autographed by the stars of Baahubali — Prabhas and Rana Daggubati. Those who will donate larger amounts may even get tickets for the first day show. The producers are trying to earn revenue through Baahubali-inspired books, comics, novels and video games as well . Baahubali was released in 2015 and earned Rs 650 crore at the box office, making it one of the highest-grossing Indian films ever, according to reports.

First Published: Sat, April 01 2017. 21:58 IST