Happy birthday Rajinikanth: A brand in himself

Birthday wishes from fans and celebrities to brands have been pouring on social media for Thailavaa

by exchange4media Staff
Published - Dec 12, 2018 4:08 PM Updated: Dec 12, 2018 4:08 PM

The man of masses – Rajinikanth has turned 68 today. The super star seemed to be unstoppable as his latest magnum opus, 2.0 became the highest box office grosser of 2018 with movie earning Rs 600+ crore at global box office.

The movie which was released on November 29th has become the second all-time grosser at Singapore box office. According to media reports, Rajini’s June 2018 release Kaala became the seventh highest grossing Tamil Film of all time.

Birthday wishes from fans and celebrities to brands have been pouring on social media for Thailavaa. Celebrities such as Mohanlal, Virendra Sehwag, and brands such as Jet Airways and YouTube, have taken their birthday wishes to social media handles to wish the superstar.

Thalivaa as he is fondly known, Rajinikanth defies the logic that superstars of today follow, he hasn’t endorsed any brands in his 43 year-long film career, except for one regional Cola brand at the beginning of his career, almost 40 years ago. He is among the highest paid actors in Asiis and has metamorphosed into a phenomenon and one-man brand, over the years. Though the actor is not associated with any brands, his movies garner brand associations for whopping amounts, and the satellite and digital rights of his movies fetch a heavy price.

His 2016 release Kabali took brand promotions to a different level with Air Asia introducing a flight with Kabali posters and running special flights between Chennai, Bangkok, and Kuala Lumpur. Muthoot Fincorp introduced Kabali silver coins and within weeks the company sold 102 kgs of silver coins collecting around Rs 7.5 million.

Brands such as Cadbury, Nippon paints were associated with Super star’s Kaala movie. For 2.0 brands like Hero Honda, Lalithaa Jewellery, ExxoMobil were the brand partners.

Upcoming Movie and Social media reactions

The shooting of Rajinikanth’s 165th Film Pettah is progressing and the first look poster has garnered eyeballs and appreciation already. The teaser of the movie was released today and has crossed 1.6 million+ views in 3 hours of the release.

Watch here:

According to media reports, Petta is said to be a gangster action movie on the lines of his 90s blockbuster movie Baashha. Rajini fans weren’t quite impressed with Kaala and Kabali where the superstar donned the role of an aged gangster as it didn’t much mass pulling elements. According to reports, Karthik Subbaraj will add all necessary Rajini elements in the movie like punch dialogues, intro songs etc.

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