'Varanasi': Rajamouli ropes in Malaysian firm for brand deals
What's the story
SkyBlue Cinematix, the entertainment and content integration division of Malaysia-based SkyBlue Group, has bagged the global brand integration rights for S.S. Rajamouli's upcoming action-adventure film Varanasi. The agreement makes SkyBlue Cinematix the exclusive worldwide creator of brand partnerships within this project, per Variety. The film is one of the first Indian productions to be shot in the 1.43:1 IMAX format and will hit theaters on April 7, 2027.
Director's statement
Rajamouli: I hope SkyBlue Cinematix integrates global brands organically
Rajamouli expressed his excitement about the collaboration with SkyBlue Cinematix, saying that Varanasi is "mounted on an enormous scale, both creatively and technically." "Every collaboration helps the film reach wider audiences meaningfully. I hope our partnership with SkyBlue Cinematix integrates global brands organically and respectfully into its rooted world."
Brand integration strategy
Here's how SkyBlue Cinematix will work
Instead of traditional product placement, SkyBlue Cinematix plans to use "Authentic Narrative Weaves" for brand integration in Varanasi. This strategy involves "deeply embedded brand integrations" that align with the film's mythology-rooted storytelling. Dato' Manikandamurthy Velayoudam, chair of SkyBlue Group, called this mandate an honor and a responsibility. He said they are proud to be the "strategic engine" behind the worldwide brand partnerships for this global cinematic movement.
Company profile
Know more about SkyBlue Group
SkyBlue Group is an international media and infrastructure company with over 18 years of operations in Malaysia, the UAE, India, and Nigeria. Its media portfolio includes more than 1,400 transit media touchpoints under Dubai's Roads & Transport Authority concession and digital out-of-home networks in Malaysia. The group is now expanding into Turkey, South Korea, Indonesia, and Thailand through SkyBlue Cinematix.
Star cast
More about 'Varanasi'
Varanasi boasts a star-studded cast with Mahesh Babu in the lead role. The film also stars Priyanka Chopra Jonas and Prithviraj Sukumaran. M.M. Keeravani, an Academy Award-winning composer, will be composing the original score for this ambitious project. The film is described as a high-octane action-adventure that combines ancient mythology with modern storytelling elements.