Courtesy: www.chennaiway.com

The latest discussion in the entertainment industry is about movie Kabali, which has introduced new ways to market a movie! Tamil superstar Rajnikanth starrer Kabali introduced a new concept of brand promotion and with announcing a day off on the day of the release of movie, several companies also became a part of the marketing gimmick in a big way.

For instance, Cadbury came up with Cadbury Five Star ‘Kabali’ commercial and while featuring Ramesh-Suresh characters and it introduced some scenes from the movie, and ended with a tagline-‘Superstar’s Five Star’. Another company in this race was Air Asia, which flagged off the promotional campaign, ‘Fly like a superstar’ and served special Kabali meal to those travelling from Bengaluru to Chennai.

With the @superstarrajini! #KabaliBus @radhika_apte @FoxStarIndia @beemji pic.twitter.com/dA2f0iF5MJ

— Fox Star Hindi (@foxstarhindi) July 19, 2016

The Kabali fever had been such that Opus, a structural solutions startup in the city declared a day off on its announcement to ‘avoid sick leaves, mobile switch-offs and mass bunks’. Another startup company in Chennai, Fyndus, which is a data management company announced a day off in order to deal with Kabali frenzy.

Courtesy: www.hd-photos.com

Of all the brands associated with the movie promotion, Emami’s `Fair and Handsome’ made people raise eyebrows as there are songs and dialogues in the movie praising dark skin of the actor.

Kabali fever has been so strong in South India that watching first-day-first-show was not compromised. Kabali is one of the expensive movies and has been made at a budget of Rs.100 crore and it is expected to make Rs.200 crore in the first three days of its release. A Maruti car dealer at Hosur in Tamil Nadu was selling custom-made Swifts, designed with Kabali posters in a bid to promote the movie.

Watch the trailer here:

And if that’s not enough to establish Rajnikanth’s enormous fan following, then the 5 am show, which ran on Friday and all those tickets that were booked as soon as the booking opened in two hours flat, put a stamp of approval on his popularity.