Celebrating Brand Rajinikanth
The day
of Holi festival is very special to Superstar Rajinikanth, for it was on this
day in the year 1975 that he was named so by his guru and ace director Late Shri
K. Balachandar. Shivaji Rao Gaekwad was a young lad from suburban
Bangalore with high spirits in heart and a hardworking nature. His mother
passed away at an early age and his father and elder brother ran the household.
He ran errands for people, worked as a coolie, a bus conductor among many
things to sustain himself. He had his own vices and needed money for all that. Shivaji
also had a deep inclination towards spirituality even when he was young, thanks
to his upbringing from Ramakrishna Mission. He performed skits and plays in the
neighborhood and that prompted his friends to encourage him to join Cinema –
Kannada Actor Rajkumar who was in his prime during the early 70s was a great
inspiration for Shivaji. With some money in hand given by his friends, he
boarded a bus to reach the erstwhile Madras and join the Film Institute here. He
was in awe with the likes of Shivaji Ganesan, MGR, Gemini Ganesan and many more
actors and the more contemporary and rising ones such as Vijaya Kumar, Kamal
Haasan, etc. He agreed to play a guest role in his first film Aboorva Ragangal
directed by none other than his mentor K. Balachander. But KB had an issue –
there was already a Sivaji (Ganesan) in the Tamil Film Industry who was ruling
the roost. Gaekwad was a very Maharashtrian name and given the trouble faced by
Tamilians in that state during the 70s by Shiva Sena, he was afraid to project
that his hero was from there. Rao – was clearly confusing, for it could be a
person from AP or Karnataka. He decided to rename “Shivaji Rao Gaekwad “and
asked him for suggestions. Three names cropped up – Chandrakanth, Srikanth and
Rajinikanth. (Major) Chandrakanth was a Tamil play later remade in to a feature
film and had already had a strong impact among film viewers. There was already
an actor by the name Srikanth. So, Rajinikanth was the obvious choice for KB.
And the rest, as they say is history.
Its been
close to 40 years now and Brand Rajinikanth has a huge impact in the lives of
common man, the rich and mighty. People of all ages and social groups queue up
from dawn, outside theatres where his films release. Large cutouts are kept and
milk is poured (just like how it is done in temples) and he is considered a God
for many of his fans. He has done well for himself. And has remained humble. He
has had his excesses, like when he walked in to a girl who came to interview him
and asked her if she would marry him (his now wife for 3.5 decades, Mrs. Latha
Rajinikanth). He would get sloshed at Star hotels and his assistants and bartenders
had to put him back safely in his car. His excessive addiction to smoking had a
negative impact in his personal life, taking a toll on his health as well as
indirectly encouraging many a youth to take up smoking, which became a
political issue, almost stalling some of his films. But he was won over all of
them. Today, in his early 60s, he remains as humble as one can be, never calls
himself the Badsha (He had a movie to that name) and instead addresses Amitabh
Bachchan the real Baadshah / Shahenshah of Indian Cinema.
Inbound
Vs. Outbound Marketing
I was talking to a fellow professor recently and we discussed the widely appreciated and successful brands launched by Spiritual Gurus such as Baba Ramdev and Sri Sri Ravishankar. What they have done is to have converted their followers and disciples as brand ambassadors. This was probably started by Rajini himself. While producers and distributors marketed the film, it was his die-hard ardent fans who promoted the movie and urged people in their neighborhood, family, kith and kin to watch the same. Till date, Rajini’s fans re his strengths and he never fails to acknowledge the fact in any of his speeches which he starts thanking them. So Brands, should not just spend money on Marketing but ensure their customers speak for them instead.
Consistency
& Relevance
Brand Rajinikanth has remained faithful to his immediate surrounding. He has made films which were very relevant and contemporary (Enthiran – The Robot was an exception which dealt about sci-fi, et al). He has played a loving son, a trustworthy friend, doting dad and most importantly as the Good that wins the bad and cruel. This image of him has ensured that people can expect certain basics from his movies and they are mostly not let down.
Brand Rajinikanth and the person himself remains elusive most of the times. He is rarely seen in public events and has never endorsed any single Brand ever in his lifetime despite the price he can command the reach it would have. Even his contemporary Kamal Hassan appeared for the first time in 50 years in a Television Ad to promote Apparel Retailer Pothys during Diwali 2015. But Rajini has stayed away all the while. Even on his birthdays, he is mostly out of town since he doesn’t want his fans to take the trouble of coming from far off places to see him, thereby spending a lot of money and wasting time.
Corporate
Social Responsibility
Brand Rajinikanth has stayed away from CSR in the public eye. While he does charity at his own will, it is never publicized. Most of his public assets such as the Raghavendra Marriage Hall in Chennai and the Ashram School that his wife runs, are managed as Trusts, thereby bringing transparency to the system. He is a shrewd businessman as well, for he has his personal assets but then, no one is really bothered how much you made with your hard work and what you do with your money!
There are many more that I can list. But these are a few things that individuals and brands can learn from him. Here is wishing the best to him and his family and a roaring success of his widely anticipated next film Kabali. Cheers & Happy Holi.
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