Muthu - The global re-release of the Super Star Rajinikanth phenomenon
In Tamil cinema's celebrated history, few can hold a candle to the popularity of Super Star Rajinikanth. But even among the Superstar's many films, none match the world wide reach and glory of the 90s classic, Muthu. To mark the occasion of the 25th year anniversary of Muthu in Japan, Kavithalayaa Productions re-released it all over Tamil Nadu where this film has "Legendary" status.
At TrendLoud, we are truly proud to have been a part of the legacy of Muthu and aiding the re-release by leveraging our expertise in social media promotions to generate the buzz and fanfare that a film like Muthu deserves.
The remarkable journey of Muthu's re-release began with a stroke of genius from Trend Loud, creating a driving license for Muthu and his chariot. The creative was wildly popular, sparking the nostalgia flame and setting up a launchpad that kick-off this monumental re-release campaign. Several news channels picked this story up organically and ran with it, substantially increasing the visibility and hype around Muthu.
As the expectations for Muthu soared across borders, Trend Loud stoked the flame with a recreation of the classic TV review of Muthu by Sun News anchor Rathna, invoking sweet memories from the past. It generated a wave of nostalgia among the 90s Kids, transporting them back to when they sat in front of the TV every Sunday to watch their favorite show, Thirai Vimarsanam.
With the clear goal of rekindling the old memories of Muthu and the thrill of Superstar Rajinikanth live in theatres, the marquee of creatives continued with Trend Loud's innovative character trailers which were crafted to dive deep into the emotions and complexities of each character in the film, from Meena’s Ranganayaki to Vadivelu’s Valayapathy, as the excitement surrounding Muthu reached its peak. In particular, Vichitra's character trailer for Rathithevi was celebrated by fans, gathering widespread acclaim courtesy of her current popularity on Big Boss.
Along with organic engagement, Trend Loud partnered up with social media influencers who played a pivotal role in amplifying Muthu's re-release to new heights. Popular influencers, Guyskills and Arun Aravind twins worked with the team to integrate Muthu's narrative into their content, effectively re-introducing the classic film to the next generation of audiences, i.e., 2K Kids. Their videos were immensely popular because they were relatable and filled with fantastic dry humor in typical Muthu style.
Kavithalaya Productions re-release of this timeless classic pays homage to the enduring legacy of Muthu and impresses on the studio's ability to create and craft cinematic experiences that transcend decades. As Muthu enjoys another run of wild success on the silver screen, it serves as a testament to the film's legacy as a cultural phenomenon, not just across India, but even in the far reaching corner of the world.
We'd like to invite you to dive into 90s nostalgia with Muthu and remind you of the Superstar's wise words.
"Echacha Echacha. Gachacha Gachacha"
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TrendLoud Digital India Private Limited,
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