DISRUPTIVE
INNOVATION
PAGE 22
INM VOLUME 9
SURROGATE ENDORSEMENT
MOVIE TO MARKETING
An out of the world marketing concept across the country started by a
movie
Keerthana Srinivasa
NMIMS Hyderabad
ABSTRACT
Surrogate endorsement is quite a new concept in
marketing which is about leveraging the
popularity of a star which him her actually
endorsing the brand It is usually done by putting
up their cartoons or pictures mimicking their
voice etc This article discusses this concept in
the wake of Kabali a recent movie which has
proven enough that it is not all about
entertainment but also can created enormous
business opportunity with examples of Air Asia
and other big brands that followed suit
its promotion and other partnerships are Air
Asia Airtel Amazon Muthoot Fincorp PVR
Cinemas Emami VS Hospital
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Some of these brands clearly understood how
well they could associate with the movie and
the image of the superstar in order to reap
benefits It s an elephantine mistake if one
thinks that brands referred to in this discussion
of surrogate endorsement are nascent or small
Few scenes from the movie featuring only
Rajinikanth were added along with a voiceover
about the product in their commercials It
cannot be considered that these commercials
are meant for promoting the movie as they
show only Rajinikanth throughout the
commercial
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The wave of Kabali has been phenomenal across
the globe Its flabbergasting box office collections
are there due to the grandeur of the superstar
Given this we would be interested to know how
the film influenced the world of of marketing
communication
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Rajinikanth hasn t endorsed any brand till date in
any media Associating with a star of that
magnitude would be a boon to brand of any size
Considering this corporates tried and did
everything they could do to milk cash cow
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The brands associated with the movie in terms of
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