DISRUPTIVE
INNOVATION
PAGE 23
AIR ASIA S FLY LIKE SUPERSTAR
Air Asia rebranded an aircraft with kabali theme
for which it designed the livery bearing
images of the star It customized the in flight
menu basically containing food Rajinikanth
likes to eat and other merchandise in lines with
Kabali It also carried fans from various cities to
Chennai so they can watch the movie in his
hometown Fares were as low as Rs 786 under
Fly like a superstar sale
INM VOLUME 9
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took part in movie promotion already and
this belongs to the same category it
concentrated on Rajini s image and title
superstar only instead of the whole movie
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Muthoot Fincorp s Silver coins
Muthoot Fincorp a non banking finance
company has introduced silver coins with
Rajinikanth s face embossed on them for
which they invested around Rs 20 crores
Campaign titled Carry Lucky Superstar With
You marked the first ever release of silver
coin with a star s face embossed on it
Muthoot being an exclusive merchandise
partner for Kabali cashed the super star s
image to a considerable extent
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It is not just limited to India but along routes like
Auckland Mauritius etc The aircraft was
designed by Air Asia as it is an official airline
partner for Kabali what is important here is to
realise that all these companies mainly
projected Rajinikanth and his stardom with
movie taking a back seat Thus it leveraged the
stardom of superstar without his actually
endorsing the brand
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Mondelez Cadbury s Superstar s Five Star
The Cadbury TVC featuring famous Ramesh and
Suresh also projected some scenes in the movie
and ended with the line Super Star s Five Star
This started in June running in July and is
supposed to stop towards the end of
August Also a campaign related to same ran on
social media during the month of June
Although there were few commercials which
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