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Ananda Vikatan rides Rajnikanth wave

24-May-2005
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Ananda Vikatan rides Rajnikanth wave

Ananda Vikatan, the leading Tamil weekly, has scored a stunner. In its recent issue, the publication has embarked on a series on the trail of Tamil film actor Rajinikant on his much-hyped pilgrimage to the Himalayas.

The exclusive, which seems to be a first-hand account of a fellow traveler, has resulted in a sell-out in the first couple of days of the issue hitting the stands, if market sources are to be believed.

In an e-mailed response, the publication stated that it was a part of its 'No.1 celebration with the Super Star's exclusive Series' and that 'the serial is expected to share the unrevealed thoughts and views of the Super Star about the society, values and spirituality'.

The series is expected to run for a few months, according to sources close to the publication, and going by the introduction that seems to be a curtain raiser in the May 29 issue, this is believable.

It is not known if the publication had printed extra copies for the sell-out issue. But news agents and distribution channels we checked with from across the state mentioned that advance bookings for copies of the next week's issue were pouring forth from fans of the super star. Their iconic hero in a torn shirt climbing into a cave in the snow-clad Himalayas is proving irresistible for his fans, one presumes.

The magazine had embarked in a mega-publicity promotion including TVCs on market leader SUN and an extensive poster campaign. Some news stall owners revealed that most posters vanished thanks to the actor's fans grabbing them for themselves from the walls on which they were displayed!

The series will without doubt boost the sales of the weekly, which has grown to become the number one weekly according to the ABC figures for July to December 2004. It's current circulation according to the figure stands at 4,30,534.

The actor's fan clubs, on the other hand, are overjoyed at the development. Sources say that this, along with the success of his recent release Chandramukhi, are helping the star's popularity reach what might prove to be an all-time high.

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