Marketing Learning’s from the Kabali Launch

Sameer Gudhate

Jul 23rd, 2016

Kabali, Kabali, Kabali...

Its only Kabali all around in India from last week. The Social Media today is just flooded with posts about Kabali and Superstar Rajnikanth. Can say that the nation is down with the Kabali fever and we can expect another Rajni blockbuster. The movie seems to break all the records and set new records in the Indian Film Industry. Kabali released today, is in Tamil worldwide with its dubbed versions in Hindi, Telgu and Malayalam. It’s concurrently released in Singapore and Indonesia along with India. Also soon the Thai and Chinese dubbed version is to be released in Hong Kong and China. Premiered in Paris, France the satellite rights are already sold to Jaya TV. 

With all this happening around the movie and the superstar himself involved, the marketing activities pre launch were out of the box. Let’s discuss on what we can learn from the Marketing of Kabali...

Be Innovative

We were all listing through various mediums that the marketing would be something gigantic. And when the producers did it, they created results which are amazing.  For the first time in India, an airline dedicated one of its aircraft for the promotion. The plan was wrapped with a huge poster of Kabali and Rajni. The plane flew across India covering major Indian cities like Bengaluru, New Delhi, Goa, Pune, Chandigarh,Vizag, and Kochi. This marketing activity generated eyeballs internationally apart from India. Also special packages were designed to fly Rajni fans to Chennai from Bengaluru, who had bought tickets for the first day show. This gave the fans a special Kabali experience.

Do it with force

As the nation was captured by the Kabali fever, the producers launched a teaser of the movie. This 67 seconder teaser came out as one of the fastest seen teasers and within a few minutes of its release, crossed 1 million views on YouTube. The teaser had more than 6 million eyeballs within 24 hours. Also online shopping giant Amazon came in with Kabali Store selling merchandise or memorabilia like Mobile Cases, Keychains, Posters Audio CDs and unique Kabali classic pose wax statues with detailed based on the actual look of Rajinikanth in the film. 

Go that extra mile

Kerala-based Muthoot Fincorp on partnered with Kabili for the exclusive roll-out of silver coins to be available in 5 gm (Rs 350), 10 gm (Rs 700) and 20 gm (Rs 1400) at its branches across the country. The 999 pure silver coins features an embossed image of Rajinikanth. Airtel has exclusive Kabali recharge packs like unlimited 2G internet, hello tunes and even Kabali branded SIM cards. Cadbury 5 Star, Emami and PVR Cinemas are also associated in various ways with Kabali.

So, if the Entrepreneur in you wants to launch something exiting, do learn from the various marketing strategies implemented by Kabali. Also click the ‘like button’ or leave your comments below if you think Kabali is going to become a blockbuster hit.