What is a need? According to Philip Kotler who is widely touted as the Father of Modern Marketing, a need is a state of felt deprivation. I shall lighten this heavy and conundrum definition in very simple and lucid terms - Hunger, thirst, breathing, food, shelter etc without which our survival comes into question are examples for need. Why did I bring in this random topic when we are discussing about Rajinikanth here? There should be a method to my madness, right? You guessed it correct. There is. As Rajini will say:
For the Superstar that he is, Rajinikanth hardly gives his appearances in public - be it the innumerable awards' function that is hosted by different channels in various parts of the globe or any other social event - You can see almost every hero and heroine in the industry flaunting their dresses and sashaying into the arena other than Thalaivar. Likewise, when even his contemporary Kamal Hassan is seen on TV endorsing Pothys, Rajinikanth is no where in the picture when it comes to advertisements ever since he entered the cinema industry sans an one and only cola ad.
What it really means in marketing terms is that the only recognizable window of opportunity for every die hard fan to savor his majestic presence is only through his movies which gets released either annually or biennially depending upon the film's director and Rajini's health condition. People might think that I am exaggerating a bit but having devoured his films and seeing the humongous frenetic activity that always takes place whenever his movies get released, Rajinikanth is not simply a person. Rather a very strong and powerful emotion that automatically triggers a smile on your face when you see him even if it is an animation.
That's what every great brands does. Brands do not sell products. They sell stories. Emotions. Something everyone can deeply relate to, unfathomably connect with and proudly share it to their relatives and friends. With Rajnikanth, the brand and the product are one and the same. In fact, the excitement and euphoric levels are such that any Rajini film is a festival like Diwali or Navratri than merely just another movie hitting the screens.
Most of the marketers are of the opinion that needs cannot be created. 100 % true but they forgot one essential fact that Rajinikanth exists! Thalaivar CREATES the much-needed NEED to his most devoted and fanatic devotees for whom he is like the Oxygen sustaining their lives! To put it in more relatable terms, Rajinikanth is like what the brand APPLE means to Macmaniacs - the only difference is that with Superstar, the emotional quotient associated with this brand is magnified 1000 times more. I am neither overstating nor hyperbolizing here. There are plenty of people who will actually give their lives for Rajinikanth if such a situation demands and necessitates them to do so. However, the magnanimous nature of the man is such that he does not use, misuse or abuse his ardent fans to fulfill his self-interests.
The ultimate victory of a Brand is the way it can encompass and all embrace its barrage of patronages who flows like the gigantic Ganges into the Bay of Bengal! With enough blood,sweat and tears over his 4 decade long illustrious career, the Brand Rajini has cultivated a thumping great and extremely loyal customer base that has resulted in an unshakeable and long-standing Customer Lifetime Value (CLV) that spans over generations - From grandfather/grandmother to dad/mom and their children and their children who are willing to burn holes in their pockets to watch the FDFS at staggering prices. That is the rousing Brand Equity of Rajinikanth which sends everyone to go out of their minds and be in a frenzied state of delight till they update their FB and Whatsapp statuses!
Take for instance - The movie Kabali. The permitted price in Tamil Nadu is capped @ Rs. 120 by the government. But, even the not-so sought after theatres were making a hefty profit by selling the tickets at 400 % their base cost. Elsewhere, tickets for Kabali were sold at Rs 500 and Rs 1000 for a normal Rs 50 and Rs 100 ticket. This is Price Skimming strategy at its zenith which will make even Apple to rethink their pricing strategy whose production costs hover around $250 yet charge $750 for their current version of iPhone range of products, thus having a profit of 200% or 3 times.
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| APPLE's supposed reaction |
Likewise, every marketer will unanimously say that Segmentation-Targeting-Positioning (STP) forms the cornerstone when you launch a product and without a proper evaluation of your target audience, the product will meet its death even before its introduction in the market. In Kollywood, Kamal Hassan caters to class A audience, Vijay to B & C and the list can go on. What is important to understand is that every actor has a particular target audience in mind when they make films to suit and satisfy the expectations of their fans. Thalaivar, in his very own style, breaks down all the class barriers by appealing to masses and classes alike. To just give a sample example, when Lingaa was released and despite the movie did not do well, my big mouth casually asked how the Lingaa ticket sales was to one of the employees @ the then Luxe Cinemas, Chennai. The response I got made my head spin like a Shane Warne's delivery on a 5th day wicket! He coolly replied that one single family booked a complete screen for their entire family members to see Thalaivar in Action! Rajinikanth need not break rules. All the rules break by themselves in front of this man!
If there is something that eludes and might haunt Rajinikanth is a National Award. It's not that he cannot act. But, the way he has positioned himself is such that it is difficult for him to showcase his repertoire of acting skills concealed in his arsenal. In fact, when I was watching "Jigarthanda" in theatre, my mind voice was literally screaming "Aiyoo Aiyoo Aiyoo. Assault Sethu's role should have been given to Thalaivar instead of Bobby Simha". Bobby Simha got National Award for the role. So, he couldn't have been bad. But, had Rajinikanth portrayed this particular role, he would have taken villainism to all new heights that it would have been next to impossible for any Pole Vault Jock to surpass the bar! Assault Sethu's role was right up Rajini's alley for which he could have easily won 2 National Awards! Still the slippery National Award is out of his reach and as a fan, I would love to see him don a character role without missing out any of the indispensable Rajini-esque characteristics and walk away nonchalantly with the Best Actor - National Award.
To sum it up, Rajinikanth has carved a niche for himself in the film industry. He is the undisputed Emperor of Entertainment. Everest of Simplicity. Antarctica of Coolness and Godzilla of Marana Mass. There will definitely come a time in future when this star runs out of his Helium and meets his final end. But, he will always be the one and only SUPERSTAR who shines brightly and warms our hearts till eternity.
X---Concluded---X
PS 1:
There are so much to his dimensions that I couldn't curtail any part. Thank you all for patiently reading the lonnnggggggggggggggggggg blog on our Thalaivar.... :) :)
PS 2:
Any error is the result of my negligence for not doing the due diligence properly on my opinions and facts.
Acknowledgements:
Would like to thank the meme creators and the images that were publicly available on the net that might have provided a welcome relief to you while reading such a lengthy blog.
There are so much to his dimensions that I couldn't curtail any part. Thank you all for patiently reading the lonnnggggggggggggggggggg blog on our Thalaivar.... :) :)
PS 2:
Any error is the result of my negligence for not doing the due diligence properly on my opinions and facts.
Acknowledgements:
Would like to thank the meme creators and the images that were publicly available on the net that might have provided a welcome relief to you while reading such a lengthy blog.
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