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This is the complete analysis of how the brand Rajini was born and its sustenance in different era of Indian cinema. The presentation takes you through the different feature and the value addition the brand has to offer. The presentation will also take you through the need, want and demand analysis of the movie goers and how how Rajinikanth has catered to their wants. In the ever changing world of Indian cinema, this brand has waded through the jungle and stood out as the shining example of rags to riches story. In the ever changing world of Indian cinema, this brand has waded through the jungle and stood out as the shining example of rags to riches story.
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The Brand Rajini
SUPERSTAR
Tamil Cine Industry during 70’sDominated by Sivaji Ganeshan & MGRGap left by them is filled by Kamal and Rajini
NEED WANT DEMAND
Entertainment
Value for Money&
A Good Entertainer
Role ModelStyle
Trend Setter
How it all began?
12 December 1950
difficult childhood
Worked as a coolie Worked as a bus conductor
Villainous Duryodhana role
Joined Madras Film Institute
The Entry
• Gained popularity for exceptional portrayal of villainous role
• First Tamil movie “Apoorva Raagangal” starring Kamala Hassan too.
• First Bollywood movie “Andha Kanoon”.
A Complete Package
• Filled the gap left by MGR, who had a Cult Icon status
• Portrayal as a downtrodden character who could challenge the big and mighty to achieve big things
• The way in which he delivered one line punch dialogues
• The unique style that he brought in.
Cult Icon Status
Character Portrayal
Punch Dialogues
Unique style
Target Group
• Initially his target audience were youth, who saw him as a style icon.
• Once he captured the youth segment he widened his reach to family audience and children with comic capers and one liners.
• His portrayal of different working groups expanded the market.
Competitors
Rajini & the SuperstardomA string of Blockbusters
Annamalai1992
Baasha1995
Padaiyappa1999
Arunachalam1997
Muthu1995
Social Life• Philanthropist, has donated a lot
towards charity.• Daylong fast to protest
the Government of Karnataka's decision to not release Kaveri River water Into Tamil Nadu.
• Met with Indian Prime Minister Atal Bihari Vajpayee and many experts to canvass support for the Integration of rivers.
• Known to be simple and down to earth.
The Overseas Market
• India’s Prime Minister, mentions about Rajini in his address to the joint session of Japan's Parliament.
• Muthu's success in Japan led American news magazine Newsweek to comment in a 1999 article that Rajinikanth had "supplanted Leonardo DiCaprio as Japan's trendiest heartthrob".
The bigger you are, the harder you fall
• “Baba” – Commercial Flop– Negative Publicity– Paid back distributors
• Kuselan – Drifting off track from his usual storyline– Plays a “Superstar” which was tailor made to
showcase brand.
Adapting to the “CHANGE”
• On his comeback Sivaji, started adapting to new technologies.
• Sivaji – Paid 26 crores – Second highest paid actor in Asia.
• Enthiran – Embraced recent special effects and was a world wide hit
