The marketing campaign for ‘Navarasa,‘ Netflix‘s Tamil-language anthology, reached a climax when its trailer lit up the world’s tallest building, the Burj Khalifa. This campaign was created by Creativeland Asia.
“Navarasa” is the spectacular creative community of Tamil cinema coming together, based on nine ‘rasas or human emotions – anger, compassion, courage, disgust, fear, laughter, love, peace, and wonder. It represents a larger-than-life cultural moment for India’s entertainment industry,” said the streaming giant in a press release on its website. The Mani Ratnam-created television series will premiere on Netflix on August 6, 2021.
Mani Ratnam and director Jayendra Panchapakesan teamed up to produce the film. Vijay Sethupathi, Arvind Swami, Siddharth, Prakash Raj, Saravanan, Alagam Perumal, Revathy, Nithya Menon, Parvathy Thiruvothu, and Aishwarya Rajesh, among others, appear in the film.
The project also includes prominent cinematographers Santosh Sivan, Balasubramanian, and Manoj Paramahamsa, as well as music composers AR Rahman, D Imman, and Ghibran. The project’s trademark soundtrack, named “Symphony of Emotions,” was heard in the backdrop while the drama’s characters were visible on the projection of an 828-meter tower.
Depending on how many people watch the tower lit up with these videos online, advertising on the Burj Khalifa in Dubai remains one of the most effective ways to increase reach. Within a week of its release, the ‘Navarasa’ video received over a million views (August 6).
According to the business magazine ‘Arabian Business,’ the starting rate for a three-minute display on the face of the tower is (UAE Dirham) AED 250,000 during weekdays from 8-10 p.m. and rises to AED 350,000 on weekends.
You will need to shell out AED 500,000 if you’re interested in two three-minute promotions from 8 to 10 p.m. any night. Pay AED 1 million “and every night from 7 a.m. to midnight you can get five three-minute impressions.”
In line with ‘Arabian Business,’ MullenLowe MENA has this media obligation and, to be endorsed by Emaar Properties, the content must be submitted four weeks before the promotion goes live.’
The skyscraper has announced the names of leading figures including Disney (‘Avengers Infinity War’), Warner Brothers (‘Wonder Woman 1984’ and ‘S.F.R.I.E.N.D.S.’), Samsung (Galaxy S9), and the Emirates. When the tower wished Bollywood actor Shah Rukh Khan‘s birthday and promoted Kannada actor Kiccha Sudeep’s flick “Vikrant Rona,” it made headlines in India.
The film ‘Navarasa’ is a charity production, and the proceeds from the film will help about 12,000 industry employees who have lost their jobs as a result of the terrible coronavirus outbreak.
Netflix launched a Twitter account dedicated to South Indian films last month. The account, dubbed ‘Netflix India South,’ did not have a smooth launch because many individuals thought the move was unnecessary.
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