The alluring world of Rajinikanth - The New Indian Express

The alluring world of Rajinikanth

Published: 29th November 2012 08:28 AM

Last Updated: 29th November 2012 08:28 AM

A crowd of people filled the book store in the Landmark Citi Centre Tuesday night to celebrate the launch of Grand Brand Rajini, the latest book written by PC Balasubramanian and Ram N Ramakrishnan. The book  provides readers with a unique and original take on marketing and brand management, using the superstar Rajinikanth as a model for building and sustaining a successful brand.

In today’s business world, a brand needs to be identified, trusted and respected. Success often depends on whether or not a product or business can establish a lasting brand. Co-author Ramakrishnan stated that  Rajini was a relevant topic for this book because, “his brand cuts through geography, culture and religion and  evokes the deep desires of human beings.” He went on to welcome readers into the enchanting, alluring and entertaining world of Rajini.

Special guest R Balakrishnan (Balki) said, “The book is insightful and fabulously written.” He went on to reveal that it “captures Rajini’s originality, which is his truest strength.” The book refers to Rajini’s journey on the way to becoming a superstar. At the beginning of the journey Rajini doesn’t know what he will end up being but he approaches it with strength and humility. Balki says “the book is not blind idol worship. It is well thought out and has lots of substance. It’s riveting, even if you are not into marketing and management.”

Rajini’s wife also spoke briefly. She referred to his early life as a child brought up without a mom. He was a self made man in many ways. “He had a dream and the confidence to make himself bigger,” she said. “And that is why not just in films, but even in reality he is a brand.”

Grand Brand Rajini is priced at Rs 105 and is available in local bookstores.

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