Big brands sign up for Rajini-starrer Kabali

Several brands are rushing to get into the marketing bandwagon of Kabali, the Rajinikanth-starrer that could give them a platform to reach millions.

Kabali, slated for release on July 15, would see at least five brand associations, the producer of the film, V Creations, promoted by veteran S Thanu, has confirmed to Business Standard. The names include AirAsia, Cadbury 5 Star, Amazon, ShopCJ and Airtel.

More associations are likely in the coming weeks, said D Paranthaman, chief executive officer of V Creations. He attributed the brand associations to his father, S Thanu, who has worked with some of the country's top advertisers in his earlier productions.

The movie would be released in 10,000 screens, including 6,000 screens abroad, Paranthaman said. The movie would be available in all south Indian languages (barring Malayalam), Hindi, Thai, Malay, Chinese and Japanese. The movie will also feature top Chinese and Thai actors, Paranthaman said. Directed by P Ranjith, Kabali features Bollywood actor Radhika Apte and Taiwanese actor Winston Chao. Names of the Chinese and Thai actors have not been disclosed.

Kabali, made with a budget of Rs 80-100 crore, is the third-highest Rajini-starrer after Robot (Rs 200 crore) and Kochadaiiyaan (Rs 125 crore).

The official teaser of the movie has already received 23.5 million hits, Paranthaman said. The plan is to launch 3D posters, T-shirts and other merchandise in the run-up to the film to build hype, he said.

Industry experts said brand associations, distribution deals, sale of satellite rights, merchandising and such could fetch the producers Rs 200-300 crore in revenue, apart from revenues from ticket sales.

Brands who've tied up with the film have already started promotions. AirAsia, the official airline partner for the movie, has announced an exclusive 'Fly like a Superstar' offer for its passengers to any destinations from Delhi or Bengaluru.

AirAsia India is said to be mulling painting the exterior of its aircraft on the Chennai-Bengaluru route with a huge Kabali banner. It will have a special package for Rajinikanth fans flying from Bengaluru to Chennai on the first day of the movie's release.

Sources said passengers on select AirAsia flights would be served the 'Kabali menu' basically food preferred by Rajinikanth. Already two aircraft with around 180 seats have been booked completely, sources in the know said.

Mondelez has opted to ride the Kabali bandwagon with special 5 Star packs. An email sent to the company was unanswered till the time of going to press.

Airtel will have holographic projection vans, through which Rajinikanth will address his fans. Trailers and scenes of various Rajinikanth movies, including Kabali, will be shown on large screens during the film's release, sources add.

BRAND DELIGHT

• Kabali, slated for release on July 15, would see at least five brand associations
  

 

The brands that are part of the movie are AirAsia, Cadbury 5 Star, Amazon, ShopCJ and Airtel
 

The movie would be available in all south Indian languages (barring Malayalam), Hindi, Thai, Malay, Chinese and Japanese
 

Kabali has been made with a budget of Rs 80-100 crore
 

The official teaser of the movie has already received 23.5 million hits
 

The plan is to launch 3D posters, T-shirts and other merchandise