DISRUPTIVE
INNOVATION
PAGE 43
INM VOLUME 9
KABALI- LESSONS FOR
MARKETERS
K SATHYA NARAYANAN
IMT GHAZIABAD
MBA MARKETING 2015 17
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Rajinikanth is not merely an actor but is
worshipped as a god by his ardent fans from all
over the world He is such a phenomenon whose
charisma and style leaves his audience
spellbound be it a Tamilian in Chennai or a
Japanese in Tokyo Over the years this
phenomenon has evolved into a successful
brand The way this phenomenal brand has
been handled for Kabali it is fascinating for any
marketer to learn and imbibe The box office
pundits claim that the movie has crossed USD
90 million mark in terms of overall collection
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The movie had managed to collect USD 37 million
on the first day of its release
From companies declaring holidays to becoming
the first Indian movie to be released simultaneously
in the Malay language the movie has broken many
records Rajini s Kabali teaches many lessons to not
only film makers but also to marketing enthusiasts
Be it promotion or brand management the movie
has found immense success by breaking the
stereotypical ways of marketing So what are the
three main lessons one can learn from Kabali s
marketing campaigns Let me explain by quoting
examples specific to marketing
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