A massive tribute to Rajnikant from Air Asia - The making of KABALI

Everyone wants a piece of "Superstar" Rajinikanth - a cultural icon and larger-than-life actor from the south Indian state of Tamil Nadu - even as Kabali, one of the most anticipated Indian movies of the year, arrives with a bang on Friday.

Releasing worldwide across India, Singapore, Malaysia and the United States, it features Rajini as an ageing don. As excitement over the movie builds, corporate India has jumped onto the Rajini brand-wagon. From an aircraft painted with Kabali livery to silver coins with his image on it, corporations are going all out to cash in on the "Thalaivar" (meaning "leader" in Tamil) mania.(He's popularly referred to as "Thalaivar.")

Malaysia's AirAsia has dedicated a plane to Rajini. An A 320 aircraft -already flying across ten destinations covering cities like Bangalore, Goa and New Delhi-has been painted with a picture of the actor in his Kabalifinery.

"This is AirAsia's way of paying a tribute to the "Thalaivar" and his fans across the globe," says AirAsia India's CEO Amar Abrol.

The company has arranged a special chartered flight on Friday to ferry fans from Bangalore to Chennai and back so that they can watch the movie's first show on the first day in Rajini's home base, Chennai. The aircraft will carry some Kabali and Rajini props to appease selfie-crazy customers. Total cost of the package: $ 120.

Here are some other instances of corporate India using the "Kabali"mania:

*Delhi telecom major Bharti Airtel is offering unlimited 2G Internet with its Kabali recharge pack and its new Kabali branded sim packs. It has created an SMS hotline where fans can send their wishes to Rajini. All these messages with customer names will be compiled into a coffee table book and it'll be gifted to the actor.

Rajinikanth starrer Kabali is all set to hit the screens on July 22 and there is excitement all around. From brands queueing up to get associated with the movie, to companies declaring holiday on Friday, the excitement level, particularly in the Southern market is quite high. Big brands across categories like Air Asia, Airtel, Ola, Wynk Music, Fair & Handsome, Muthoot Fincorp, Cadbury and PVR have associated with the movie.

Reportedly, the entire branding of Kabali is pegged at Rs 40 crore. The movie is made with a budget of Rs 80 to Rs 100 crore. It is supposed to be the third highest Rajinikanth starrer movie after Robot (Rs 200 crore) and Kochadaiiyaan (Rs 125 crore).

We take a look at some brands and their association with Kabali:

Air Asia

Air Asia, the official airline partner for Kabali, in the month of June announced an exclusive Fly like a Superstar' promotion which included an all-in-fare' from as low as Rs 786 one way. The airline has also planned a special flight from Bengaluru to Chennai for fans to watch the first-day first-show. The package is priced at Rs 7,860 will be inclusive of the flight ticket, a movie ticket, an audio CD, Kabali merchandise, breakfast, lunch and snacks.

Wynk Music

Kabali's music album has been streamed over one million times within three weeks of its launch on Wynk Music. The number Neruppu Da' from the movie has also become the highest ever streamed single in all of South India with over half a million streams, making it the highest for any movie song debuting on Wynk Music in the South. Kabali's music album is available in Tamil & Telugu and has seen strong uptake across South India on Wynk Music.

Airtel

Airtel will have holographic projection vans, atop which the superstar himself will address his fans. These vans will also air trailers and scenes from popular Rajinikanth movies, including his latest. The brand has also launched exclusive products and services including special Kabali recharge packs with unlimited 2G internet, Kabali Hello Tunes and new Kabali branded SIM packs.

Fair and Handsome (Emami)

Kabali is the story of a don played by Rajinikanth. The character is equated with fire, capturing his toughness through the word Neruppu da' (Fire). "Fire" has hence taken a strong new meaning and is a catchphrase among movie lovers and fans now with Kabali. Fair and Handsome, the brand made specifically for men's fire-like tough skin, has a strong creative synergy in this association, and has built on this theme, positioning itself as, "Fair and Handsome - Created for the Men of Fire." The campaign has been designed by McCann.

The brand is further 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.

Amazon India

Amazon will be launching a Kabali store on the day of the movie release, whereby it will give customers a chance to connect with the curated merchandise. The brand plans to thrill Rajinikanth's fans with collectables and other merchandise across categories such as apparel, toys, movies, music CDs, etc. of their favourite star.

Muthoot Fincorp

Muthoot Fincorp has introduced silver coins with the face of Rajinikanth embossed on them. Reportedly, around Rs 20 crore is being invested for the manufacturing and the branding activities. The silver coins will be available in denomination of 5 grams, 10 grams, 10 gram pendant and a 20 gram coin. They will be available from the day of the release of the film.

PVR

PVR is the official multiplex partner for the film. It has also exclusive rights to sell Kabali merchandise at the theatre and digital posters of Rajinikanth with the company's logo.

Cadbury (Mondelez)

Cadbury will promote their popular 5 Star product as Superstar's Five Star' and will also organise promotional events in Chennai. For the month of June and July, a special TVC is running on TV and there was a digital campaign on the online medium for June. The brand also has tie-ups with Bookmyshow.com and they will also be screening the movie for their trade partners.

VS Hospital

VS Hospital is the official Healthcare partner for Kabali and the brand has released an ad campaign in order to leverage their association with the movie.

Ola

Ola has partnered with Think Music and SS Music to give out movie tickets and music USBs for Kabali, absolutely free.