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‘Kabali’ Neruppuda creates a new concepts in brand promotion india

KABALI FLIGHT

Tamil movie super star Rajinikanth is not known to have endorsed any product or service but the frenzy of brands and corporates associating with the Tamil movie “Kabali” ‎Neruppuda seems to throw up a new concept in brand promotion, said a brand consultant.

Kabali Review Rating live updates Twitter Talk

“It is a clever way of riding on the excitement of a big movie starring a very big hero who has not endorsed any product or service. But in the commercials of the brands associated with ‘Kabali’, there are a few scenes from the movie featuring only Rajinikanth and a voice-over about the product,” Ramanujam Sridhar, founder and Chief Executive Officer, Brand Comm, a brand consulting company, told IANS over phone from Bengaluru.

“Nowhere in the commercials of such brands, the hero was seen to endorse the product or talks about the product,” Sridhar added.

Normally an advertisement for a movie will feature the images of hero, heroine, villain and music director.

If the product commercials are actually a promotion for the movie “Kabali”, the brand owners have leveraged only Rajinikanth’s image in the movie with some movie clippings.

However, the brand owners do leverage Rajinikanth’s title ‘superstar’ in their commercials and also his movie image.

For instance, Cadbury Five Star “Kabali” commercial, though featuring the Ramesh-Suresh characters, has some scenes from the movie and ends with the tag line ‘Superstar’s Five Star”.

AirAsia, the official airline partner for “Kabali” announced ‘Fly like a Superstar’ promotion.

On the other hand, Kerala-based company Muthoot Fincorp partnered with movie to roll out exclusive silver coins with an embossed image of Rajinikanth as seen in the movie.

Of all the brands that are associated with the movie “Kabali”, it is Emami’s `Fair and Handsome’ brand for fairness cream that would make one’s eyebrows raise.

KABALI CARS

There have been songs and dialogues in Rajinikanth’s movies praising his dark skin.

Here, a skin fairness cream gets associated with Rajinikanth’s movie and its commercial also features scenes from the “Kabali” movie.

Sridhar says the movie seems to have started a new concept called “surrogate endorsement”.

“There have been commercials for brands with mimicking the voice of celebrities. It is not known whether any celebrity whose voice was mimicked had taken up the issue legally,” Sridhar said.

“Similarly, the ‘Kabali’ advertisements could be termed as akin to that but the celebrity’s image is replaced by the mimicked voice,” he added.

Brand owners associated with “Kabali” movie said that Rajinikanth is not endorsing their products or service.

Kabali Review Rating live updates Twitter Talk

Kabali-review-2

Kabali Review and Movie Rating: Live Audience Response UK and US (Overseas) Premiere Shows

The Whole world is going crazy about the review of Rajinikanth Starring Kabali. Director P.a Ranjith got good applause for his film Attakathi that marks good impression comments from Superstar. Rajini called Ranjith and praised for his previous works.

First Fan Review Of Kabali Out

https://twitter.com/Thanthi_Tv/status/756169453541339137

10:05 PM : Kabali ( Kabaleeswaran) is the story of a man who worked for betterment of working class Indians living in Malaysia

10:03 PM : First song elevates Rajani’s charishma , his special dance moment will be liked by fans

9:53 PM :Scene where Kabali attacks drugs wing of Gang 43 , came out well

9:49 PM :Rajani Introduction is superb, Kabali is released from the jail after 25 years

9:40 PM : Movie opens in Malaysia, Government mulls over whether to release Kabaleeswaran or not

9:30PM : #kabali time 1 2 3 starts “Kabali” tells the story of a gangster played by Rajini in the Pa Ranjith’s film

Directed by: Pa. Ranjith

Produced by: Kalaipuli S. Thanu

Written by: Pa. Ranjith

Starring :Rajinikanth, Winston Chao, Radhika Apte

Music: by Santhosh Narayanan

Cinematography: G. Murali

Edited by: Praveen K.L

Production company: V Creations

Distributed by: Gemini Film Circuit

Release dates: 22 July 2016

Running time: 152 minutes

Country: India

Language: Tamil

Budget: ₹100 crore

Kabali movie review: Live audience response

https://twitter.com/Kabali_Rajini/status/756166233146351618

Kabali Tweet Review:

Rajini’s second daughter Soundarya called upon Ranjith to do a project with her father. Then the director narrated two stories to Superstar one is Kabali, and another is a supernatural thriller, there come Kabali set to roll on shoots.  UAE is screened KABALI on 21 July at 6.00pm.

Rajini played “Kabaleeswaran” and seen in two different looks, a young Kabali and an old Kabali with salt and pepper hair style who returns from jail. Taiwanese actor Winston Chao plays antagonist role in the film. The movie produced by Kalaipuli S Thanu, Music by Santhosh Narayan, and cinematographer G. Murali.

Superstar watched the exclusive preview screened in the USA along with his daughter Aishwarya and called the director praised him with a lot of kisses.

Superstar fans disappointed that they couldn’t get the tickets and sold in bulk to corporate firms and the cities Chennai and Bengaluru corporate companies declared a holiday on “Kabali” release.

The film also got online piracy issue three days before the release and reported pirated copies of the movie in various online file sharing sites. Those Kabali pirated copies available on darknet and various fake links. The film chamber members approached MHC (Madras High Court) requesting this ensure that it does not happen.

Today on 21 July 2016, a two-minute video on Introduction of Thailavar’s leaked through various means of social networking.

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