Months before Rajinikanth-starrer Kabali hit the screens; numerous brands expressed their interest to be associated with the movie. Kabali, which released on July 22, has smashed all box office record as it made Rs 250 crore in India on its first day. There was huge excitement among all the Rajini fans, as a result of which various hashtags like #KabaliDay and #KabaliFDFS were trending on Twitter all over India.
The mania continued as fans celebrated the success of the movie. Social media was flooded with memes, pictures, snapshots of leave applications to watch Kabali and offices declaring holiday so that employees can watch the movie. Brands sensed a huge opportunity in this and decided to milk it by engaging with their consumers online.
E-commerce brands like Snapdeal, Amazon, Flipkart, HomeShop18, Grofers and Nearbuy were quite active on social media and offered consumers various deals and discounts on this occasion. While Amul which is known for its quick and witty creatives released their Kabali special hoarding. Other brands like Cadbury, PVR, Muthoot Fincorp, and Fair & Handsome were seen connecting with their consumers through various online contests.
Amul which is known to churn out quick topical creatives, this time as well came out with a hilarious one as an ode to the superstar Rajinikanth.
The brand offered up to 50% off on mobile deals and promoted it on social media as ‘Deals that even Rajini can’t resist’
Amazon launched a Kabali store on the day of the movie release, whereby it gave customers a chance to connect with the curated merchandise. The brand is connecting with the Rajinikanth’s fans with collectables and other merchandise across categories such as apparel, toys, movies, music CDs, etc. of their favourite star. Amazon was also promoting it on their social media pages and the message read-‘If you couldn’t get the tickets, here is the next best thing-Neruppu store.
Grofers offered 10% cashback on fruits and vegetables on the site.
Flipkart shared a Gif image with the message ‘Rajinikanth doesn’t visit the App, the App visits him.
Deals and discount coupon site Nearbuy also offered 30% off on PVR and INOX Vouchers and was promoting it online by using the hashtag #Kabali.
Snapdeal used the opportunity to connect with the audience with the help of the hashtag #MovieswithSnapdeal. The offer was book Kabali movie tickets on the Snapdeal App and get an instant discount of Rs 50.
Cadbury which is promoting their popular 5 Star product as ‘Superstar’s Five Star’ was seen connecting with the online audience through the hashtag #SuperstarOda5Star.
Fox Star Hindi
Fox Star Hindi was engaging with the audience through #TicketToKabali Contest.
Radio City has uploaded a video on their Facebook page, sharing the excitement of the audience coming to watch Kabali at a Matunga theatre in Mumbai.
The channel &Pictures shared the 6am images of fans gathering to watch Kabali on their social media page.
On this occasion, Muthoot Fincorp introduced silver coins with the face of Rajinikanth embossed on them. The brand was connecting with the audience through the hashtag #KabaliWithMuthoot contest, where they were asked to upload Rajini style videos and the lucky winner had a chance to win the Silver Coin.
Fair & Handsome
The brand was engaging on social media by asking the users to post a selfie with Fair & Handsome pack on Facebook and Twitter using #BETHEFIRE. The winner will get a chance to win an invitation to Kabali success party.