Rajni is
brand ambassador for products sold in Japan
Wednesday August 17 2005 00:00 IST
CHENNAI:
Tamil superstar Rajnikanth’s legendary fame is getting global.
Today, he can count even the Japanese among his fans so much so
that he has become the brand ambassador for various products sold
there.
A company selling snacks has photos of Rajnikanth and Meena on the
wrappers of their packages, to lure customers. Tohato Company Ltd
has a still from the Rajnikanth hit ‘Muthu’ on the wrappers of
their ‘garam masala snack’ packet. Small crispy chips flavoured
with garam masala are a big hit in Japan, says Yoshie Kawahara, who
was in Chennai recently.
Products with Rajni’s photographs on their wrappers were launched a
few months ago. Explains Subramaniyan, who runs a South Indian
restaurant in Japan, ‘‘The summer has begun and generally people
like ‘curry’ products at this time of the year. This season, the
company wanted to come out with an Indian product so they brought
out this ‘garam masala’ snack.’’
For the public to relate to a product from India, the company
thought of putting a still from the Rajni-Meena starrer ‘Muthu’ on
the wrapper. This was done after an extensive survey was conducted
among Rajni fans to get to know their taste and then design the
wrapper accordingly. Say some of the fans surveyed, ‘‘We all
suggested certain changes in the taste and said Rajni would be the
right choice for the wrapper.’’
The product is selling like the proverbial hot cakes in Japan only
because of the attractive wrapper, says Erki Yasuda who was in
India recently. But of course the taste also helps, she adds. So
great is the cult following that Rajni fans actually preserve these
wrappers.‘‘The fans even frame the wrappers as they have Rajni
photographs on them,’’ said Subramaniyan.
Rajnikanth stole the hearts of thousands of Japanese youth with his
film ‘Muthu’. Following that the the star gained a huge fan
following with some of them even making trips to Chennai to watch
his films. Now with Tohato’s snack making waves in Japan,
Subramaniyan is also planning to come out with a ‘desi’ crab soup
with a Rajni still on the wrapper. He says,‘‘The response of the
Japanese to the Indian product and the Indian star is great so that
this winter I am planning to launch this soup.’’ Apart from this
T-shirts, bracelets and rings with Rajni photographs are a big hit
in Japan.
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