Whether you are a Thaliva fan or not, you can't escape from the Kabali storm that hit the country during the last weekend. I have never seen such a hype for a Rajanikanth film or for any other film in this country. Along with many things, the movie also displayed the role a proper 360 degree marketing campaign can have on the viewers or to its end customers.
Brand association with movies are not new but this time, the makers of Kabali tried something new by having a tie up with an international airline. The initial curiosity about the movie was not that encouraging. But as the movie date was announced the Super Star power started showing its effect. Other brands also joined by releasing special coins, SIM card, ad campaign etc.
In case of Rajnikanth, even the jokes will work in his favour. The hype picked its pace in the last 5 to 7 days where corporates in the state and nearby state declared holidays on the releasing date. Social media trolls on the "holiday concept" went viral in the last 48 hours. News channels, music channels, print and online started to play its role for Kabali. News about the midnight first-day screening, leak about the introduction video etc added to the curiosity.
For me, the biggest learning from Kabali was the role of Content Marketing. How the contents are transformed into NEWS. Knowingly or Unknowingly we followed or got exposed to the news which otherwise intentionally we wouldn't have read. Thus we were a part of a well-strategised marketing plan or rather Kabali Effect.
Brand association with movies are not new but this time, the makers of Kabali tried something new by having a tie up with an international airline. The initial curiosity about the movie was not that encouraging. But as the movie date was announced the Super Star power started showing its effect. Other brands also joined by releasing special coins, SIM card, ad campaign etc.
In case of Rajnikanth, even the jokes will work in his favour. The hype picked its pace in the last 5 to 7 days where corporates in the state and nearby state declared holidays on the releasing date. Social media trolls on the "holiday concept" went viral in the last 48 hours. News channels, music channels, print and online started to play its role for Kabali. News about the midnight first-day screening, leak about the introduction video etc added to the curiosity.
For me, the biggest learning from Kabali was the role of Content Marketing. How the contents are transformed into NEWS. Knowingly or Unknowingly we followed or got exposed to the news which otherwise intentionally we wouldn't have read. Thus we were a part of a well-strategised marketing plan or rather Kabali Effect.
