iNM Volume 9 | Page 49

DISRUPTIVE INNOVATION PAGE 43 INM VOLUME 9 KABALI- LESSONS FOR MARKETERS K SATHYA NARAYANAN IMT GHAZIABAD MBA MARKETING 2015 17 , 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 , . - . . , . . - 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 . , . ’ . , . ’ ? .