Kollywood’s New Marketing Strategy, Rajini Unveils Trailer Of Kamal’s ‘Indian 2’

Lyca productions started in 2014 by Subaskaran Allirajah has quantum leaped into big stakes cinema production. Lyca’s growth is big, bold and audacious to compete with the other two iconic production houses — SUN pictures and Udhayanidhi Stalin’s Red Giant movies. Has Lyca put all its eggs into one basket? Lyca is sure of its strategy; cross fertilise the marquee names of both Rajini and Kamal simultaneously and use their mass standing as rocket launchers. The sequel version of 1996 blockbuster Indian directed by S Shankar is now ready for cinemas in January 2024. The film started in 2017 had some setbacks. Pre-release promos have now taken on a new mega dimension in Kollywood and every trick in the marketing book is woven in to whip the insatiable appetite of fans. Superstar Rajini did the honours by releasing the teaser of Indian 2 and sent the combined fan club of both these superstars into raptures. Lyca is currently producing Rajini’s Thalaivar 170, and this media exposure is not going to hurt its prospects even as the much delayed Indian 2 gets its endorsement from none other than Rajini who after a string of duds, got back to his pristine popularity through Jailer. Earlier, it was Kamal’s extraordinary success with Vikram. Similarly, Ilaya Thalapathy Vijay’s marketing and media moves for Leo put Rajini on the back foot.