4 PM on May 5 witnessed an unusual increase in activities on social media platform Twitter. The frenzy was kind of expected as the southern superstar, Rajinikanth, sent out his maiden tweet. The media shy actor got over 40,000 followers in the first hour. By the end of day one, he had over 2.15 lakh supporters.
This is the highest ever in the history of Twitter India. Not even the mighty Amitabh Bachchan, who has over 8.6 million followers or Salman Khan with over 6.7 million followers managed this many followers on day one. It is just about four days now; Rajinikanth has 3.1 lakh followers.
Social media has become an important component for celebrity brand building. Celebrities are using platforms not only to converse with fans and for reputation management, but to also integrate brands that they endorse. For instance, Amitabh Bachchan who endorses Kalyan Jewellers has a blog on his Facebook page wherein he has advised consumers on buying gold wisely. Similarly, Suzuki, has used actor Salman Khan's Facebook page to do a contest around its 'Apna Way of Life' campaign. While the actor put out a short video wherein he talked about acting, body building and spending time with his family. Consumers were asked to upload videos on their 'apna' way of life. The winner got the opportunity to interact with Khan on a Google Hangout.
However, for Rajinikanth, who has never endorsed a brand, Twitter will be used as a platform to reach out to his fans and spread socially relevant messages, says Ashish Joshi, Business Head, Fluence, the digital celebrity management arm of private equity company, CA Media, which manages the digital life of the southern superstar. Joshi says that within the next few weeks they would be launching his Facebook page. "Twitter is a much more intellectual platform," says Joshi of Fluence.
Apart from Twitter and Facebook, there is a plan to create other digital assets around the actor, says Joshi. "Rajni Sir has a unique persona and style. We could use it to create digital games. We could also create interesting content on various digital platforms using his voice. We are still working out the various options," he adds
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