Brief case study on the Successful Marketing Campaign of Kabali Movie of Famous Superstar Rajnikant which made huge buzz & went superhit in the Box office collection. Content has been surveyed from various blogs Fb pages, twitter handles etc.

1. Marketing Strategy of
Kabali - Case Study
Brief case study on the Successful Marketing Campaign of Kabali Movie of
Famous Superstar Rajnikant which made huge buzz & went superhit in the Box
office collection. Content has been surveyed from various blogs Fb pages, twitter
handles etc.
2016
Shibam Sarbswa
NinzaBiz
8/25/2016

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About Me:
Shibam Sarbswa = Marketer + Consultant.
I consult Businesses/ Politicians/ Media Houses via www.Ninzabiz.com channel.
Also at Ninzabiz we try our best in giving the best possible consulting to
business/startups not just to accelerate well & but also to use #Growth hacks to
excel their business and stay ahead of their competitors. Our Main consulting
sectors are:
1. Complete Branding Solutions to Celebrities, Politicians, Artists, Businesses
& Startups
2. Converting Visitor into Paying Customer
3. Fund Raising
4. Investment Memorandum
5. Lead generation through SEO, SMM & PR exercises.
etc.
You can Follow me on twitter: sShibam , Connect with me on LinkedIn: sShibam
Also for any other query drop me a brief email over 000sbm@gmail.com
For Business related Query Visit: www.AylinGlobal.in

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Kabali Promotions Tricks: Helped Brands Gain Maximum Engagement
 Everybody loves Rajanikant; He is the most successful actor of Tamil cinema with fan following
all over the country and across the globe.
 He is above the boundaries of language and geography.
 Original and dubbed both versions of his films are equally profitable for producers, and we can‟t
deny the fact that Rajani Jokes inspired by the larger than life characters played by him are
equally responsible for the brand image he has.
 Kabali his latest film is already creating history on box office and a total collection of over 600
crores is well expected from the film. Kabali‟s trailer launched on YouTube got one million
views in an hour and has now become first ever Indian film trailer to reach 1 million views and
100000 like in two hours.

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 In addition to that regular dose of Rajani jokes in day to day life makes him part of the most
conversation and all this turns him in to a strong brand which connects with everybody beyond
the parameters of age gender and economic and social background.
OBJECTIVE:
 The excitement of the Kabali was so much that July 22 the day when film released, was declared
holiday in many private firms and this day was called #Kabaliday, it became a popular
phenomenon on social media and many brands associated with Kabali decided to cash this
opportunity.
 The entire branding of the movie was estimated around 40 Crores and that too is when Rajanikant
himself was not endorsing any of them.
 The brands associated with the movie unleashed massive marketing campaigns on social media
and television to get the maximum mileage out of it.
APROACH & STRATEGY
 Many brands used animation, screen shots, GIF files and videos to generate the maximum
engagement while some used various hash tags on their official social media pages like #Kabali
and #KabaliDay.

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Air Asia India:
The Malaysian low-budget airline company was the official airline partner of the movie and they
redesigned a whole aircraft prior to the release of the film keeping in mind the promotion. To get the
maximum engagement they shared a video of the process of designing of the aircraft of their social media
page.
It also started a campaign- Fly Like A Superstar where they asked fans to post their Kabali style video on
Facebook and twitter. Top10 winners got chance to fly from Bangalore to Chennai to catch the first show
of the movie other three travelled to the shooting locations of the film in Kuala Lumpur and Bangkok.

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Cadbury 5 star:
The official food and beverage partner of the film released special ad film showing its mascot
Ramesh and Suresh watching Kabali with caption Excitement level while watching #Kabali.
They released the image in their social media page and it got 2100 likes.

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MYNTRA & AMAZON:
The online fashion retailer started new campaign addressing the customer to dress like Kabali and become
the style icon while going to watch the film while on the other hand Amazon established an entire store of
movie merchandise and asked viewers to buy merchandise if they couldn‟t buy the tickets. Both the
campaigns involved a call to action to insure maximum engagement.

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AMUL:
Amul has always been spot on when it comes to using day-to-day events in their add campaign, they did
same with Kabali and released special Kabali specific image on their social media page with punch
line He makes onion cry, Tomato blush and butter fry!

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TRULYMADLY:
The dating app decided to use quirky Rajni jokes to create excitement about the release and catch the
eyeballs. Specifically jokes on relationship and dating were selected for this purpose.

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FASSOS:
Food startup Fassos shared animated GIF on their social media page, conveying the story of a wrap
making Rajni entry. They claimed it to be father of all disruptions.

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FLIPKART:
Similarly Flipkart used a Rajni joke showing an app visiting Thalaiva because Thalaiva doesn‟t do that.

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Muthoot Fincorp:
It has joined the „Kabali‟ bandwagon by launching silver coins with an embossed image of Rajinikanth.
The luck superstar coins come in 5g (for Rs 350), 10g (Rs 700) and 20g (Rs 1,400).

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Airtel:
It launched special „Kabali‟ recharges, „Kabali‟ branded sim packs and popular songs and dialogues from
the film as hello-tunes.
OLA
http://twitter.com/Olacabs/status/755705262531424256/photo/1

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Fair and handsome

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Zomato
The restaurant search app ran a little wit-testing contest for true Rajini fans, and of course, it
involved food. On #KabaliDay, Zomato asked its food-loving fans: “Which dish is the
Rajinikanth of food and why?” The wittiest tweets were rewarded with 500 Zomato credits.
Coolpad
The Smartphone Company also tested for true Rajini fans. A Facebook contest asked fans, “If
Kabali were a Smartphone, what features would it possess?” 5 creative entries stood the chance
to win Bookmyshow vouchers.

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GrabOn India
The deals and coupons site also chose to let some creative juices flow in its follower base.
GrabOn India launched the #KabaliOnGrabOn UGC contest which asked fans to tweet funny,
witty or creative Rajinikanth images, GIFs or dubsmashes for a chance to win movie
merchandise.
Here are posters with Rajinikanth taking over Hollywood:

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Cafe Coffee Day
Coffee wakes you up, but who wakes up coffee. Now you know, courtesy CCD.

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Vodafone Zoozoos
A super zoozoo mimicks Rajini in this super gif.

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OYO
Kabali release day was declared a holiday in quite a few companies, reportedly. The budget
hotels chain found a cool connect.

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Kingfisher
The King of Good times has an interesting gif for Rajini fans.
Godrej Aer
The maker of room fresheners and car perfumes comes up with this brilliant Rajini graphic face.

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Gaana
The music streaming app captures the many characters made immortal by Rajinikanth.

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Kabali Mask
 The entire branding for the movie has been pegged at Rs. 40 crore
 hashtag #Kabali and #KabaliDay trended on social media
RESULT:
 Plane makeover video shared by AirAsia received 11000 views, 189 shares and 350 likes while one simple
picture shared by Amul got 683 retweets.
 Engagement is the name of the game and brads know how to grab attention of the customers and that‟s
what they did when they saw an opportunity in the name of Superstar Rajnikant.
 All brands used different media on their social media platforms and rode the wave of excitement.
 While some of them simply paid tribute to the superstar while some like Amazon turned it in to a business
opportunity by launching specific product or services
LEARNING:
 This was the first time in the history of cinema when release of a film was celebrated at such huge scale.
 It covered the social media extensively and brands got maximum mileage out of it.
 They invested in the emotions and craze of audience attached with the superstar and turned it in to great
brand awareness opportunity.

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Sources
http://lighthouseinsights.in/brand-marketing-campaigns-for-kabali.html/
http://lighthouseinsights.in/brands-bank-on-rajinikanths-popularity-with-clever-kabali-visuals.html/
http://businessworld.in/article/Rajinikanth-s-Kabali-Smashes-All-Box-Office-Records-Earns-Rs-250-Crore-In-India/23-07-2016-100760/
http://www.slideshare.net/Fantain/kabali-infographic-2016-64282008?qid=bad5fb05-8aa6-4ac1-9707-5c081fb1a46a&v=&b=&from_search=50