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

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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