By Siva Ganeshanandan
Director, Adobe Marketing Cloud, Asia Pacific, Adobe
Some time back, Indian film actor, cultural icon and superstar Rajinikanth made as powerful an entrance into the world of digital marketing as he’s always done on screen. Even before he sent out his first tweet, there were 20,000 followers on his page. When he tweeted for the first time at 3.58 pm on May 5, his follower base continued to grow dramatically and within less than 24 hours, the actor had 3,00,000 followers! Fans feel that Twitter joined Rajinikanth, rather than the other way around.
One of my favourite books is Rajini’s Punchtantra: Business and Life Management the Rajinikanth Way, written by PC Balasubramanian and Raja Krishnamoorthy, which deftly applies his on-screen wisdom to lessons in business and in life. Rajini’s memorable movie lines are not only indelibly etched in film lore but fans feel that they also encapsulate many significant universal truths. As a tribute to the great actor upon his entry into Twitterverse, I have attempted to apply the wisdom of Rajini to one of the most disruptive forces shaping Indian business today, i.e., digital marketing.
If you are Tamil, it is incumbent upon you to recognize these quotes. But even if you are not, take this as the opportunity to explore the wonderful world and wisdom of Rajinikanth.
Lesson 1 - Film and character: Muthu
Naan eppa varuven, Eppadi varuven endru yaarukkum theriyaadhu. Aana vara vendiya nerathila, correcta veruven (It’s not clear when I will arrive, or how I will arrive, but when I need to, I will arrive in just the right way!
The customer path to purchase is more complex than ever. It is important for the digital marketer to be everywhere; to be proactive and present on every one of the channels that the customer may take in order to get to the purchase decision and allow a quick response when he does arrive.
Lesson 2 – Film: Baasha
Naan oru thadavai sonna, Nooru thadavai sonna maathiri (If I say it once, it’s like I have said it one hundred times)
Like Rajini’s character ‘Manick Baasha’, if the customer praises and serves as an advocate for a brand within a social community, it is akin to voicing this positive sentiment a hundred times. Marketers must manage their social communities well, which can then be as powerful as ‘Baasha, baasha, baasha’.
Lesson 3 - Film and Character: Padayappa
En vali thanee vali
(My way is a unique way)
Every customer is unique and expects to be treated that way. In today’s digital world, marketers can no longer fail to acknowledge every customer’s unique digital self.
Lesson 4 - Film: Dharmathin Thalaivan
Naan thatti kaetpen, Aana kotti kuddupen
(I give a hard time when questioning, but I will give abundantly)
Customers have many avenues to research their purchasing options, and make their purchase decisions. Marketers have to make information about their brands readily available.
Lesson 5 - Film and character: Baba
Naan late-ah vanthaalum, latest-ah varuven
(I may come late but I will come in the most updated way)
This statement completely reflects the Indian digital consumer. There are many ways in which Indians have used technology to leapfrog stages of development and this is certainly the case in digital.
Applying all of these well-loved lines to digital marketing, it emerges that Rajinikanth’s wisdom is extremely relevant to the marketer and it reaffirms something we have always known – that the customer is the real superstar.
Feedback: siganesh@adobe.com
