Ashish Chanchlani Unveils Marketing Wisdom from SS Rajamouli's Playbook
Renowned filmmaker SS Rajamouli is celebrated not only for his cinematic brilliance but also for his masterful marketing strategies. In a recent revelation, popular YouTuber and internet personality Ashish Chanchlani detailed how working with the 'Baahubali' director transformed his approach to promoting creative projects.
Learning to Sell Cinema on a Grand Scale
During an appearance on Raj Shamani's podcast, Chanchlani discussed his current web series 'Ekaki'. He explained that the initial chapters are deliberately designed to engage his existing subscriber base with comedic and entertaining content. "Please wait for the last chapter. This is just the start. I had to get the attention of my old subscribers," Chanchlani stated, emphasizing his strategic approach.
He credited SS Rajamouli for teaching him to amplify his craft's presentation. "I learned this from Rajamouli Sir. Make a big picture. But sell it. It's triple bigger than that," Chanchlani revealed, highlighting how the director's methodology involves creating expansive narratives while marketing them even more grandly.
The 'Globetrotter' Event: A Masterclass in Promotion
Chanchlani shared insights from hosting the 'Globetrotter' event for Rajamouli, noting that the footage showcased during the event wasn't even part of the actual film. "They made it such a big thing. First look. There is not a single piece of footage that is in the movie," he explained, illustrating Rajamouli's technique of generating excitement without revealing substantive content.
He questioned why an established director like Rajamouli invests so heavily in promotions. "What is the need for promotion for SS Rajamouli? Everyone thinks like this. Even I think like this. Even then, the guy is involved," Chanchlani remarked, acknowledging the director's unwavering commitment to building anticipation through large-scale events.
Clarifying the Teaser: VFX, Not AI
Addressing misconceptions about the teaser's creation, Chanchlani clarified that it was produced by VFX artists, not artificial intelligence. "What they have shown is completely rendered and created by VFX artists by the way. Which stupid people call easily AI," he said, praising the technical artistry behind the promotional material.
He expressed admiration for Rajamouli's dedication, especially following the Oscar win for 'RRR'. "Those guys made a giant LED screen. They made a show about it and it's so inspiring. I think when this guy who made 'RRR', won the Oscar. If he is doing this, then what am I in front of him? I am nothing," Chanchlani humbly noted.
Strategic Promotion: The Art of Mystery
Chanchlani summarized the key lesson: maintaining mystery while generating buzz. "So yeah, it works. But there are ways to do it. Best way is don't reveal anything. Talk about it. Go talk about it. Tell people, okay, this is happening. But don't reveal. Save it for the last," he advised, outlining Rajamouli's approach to preserving surprises for the final reveal.
Upcoming Project: 'Varanasi'
SS Rajamouli's next film, officially titled 'Varanasi', features Mahesh Babu, Priyanka Chopra, and Prithviraj Sukumaran in leading roles. The highly anticipated project is scheduled for release on April 7, 2027, with expectations running high following the director's track record of blockbuster successes.
This exchange between Chanchlani and Rajamouli underscores the importance of strategic marketing in the entertainment industry, demonstrating how even established creators continuously refine their promotional tactics to captivate audiences worldwide.
