The Tamil film ‘Vikram Vedha’ released in 2017 is no less than a cult in itself for the fans. The film’s director duo Pushkar-Gayatri is now coming up with its Hindi remake, starring Hrithik Roshan and Saif Ali Khan in the lead roles. ‘Vikram Vedha’ is to be released on 30 September and its teaser was shared on 24 August.
It had over one million views within 48 hours and became the most ‘liked’ teaser of a Hindi film, surpassing Hrithik’s ‘War’ (2019). When the trailer came on September 8, it happened that ‘Vikram Vedha’ was the hottest topic on social media. But on September 30, not only Hrithik-Saif’s film will be released, but in its competition a film will also be released, which is India’s most expensive film. Director Mani Ratnam’s ‘Ponniyin Selvan’.
Its budget is being said to be 500 crores, more than the most expensive Bollywood film ‘Brahmastra’. ‘Ponniyin Selvan’ is a pan Indian project and is to be released in Hindi, Telugu, Malayalam and Kannada along with the original language Tamil. Chiyan Vikram, Aishwarya Rai, Karthi, Jayam Ravi, Trisha, Prakash Raj and so many other big actors in the cast of the film that it can easily be called the biggest multi-starrer. Its story is based on the Chola Empire, one of the most glorious empires in Indian history, which is rarely explored in films.
It would not be wrong at all to call ‘Ponniyin Selvan’ Tamil cinema the dream project of Tamil cinema. The film is based on the historical novel which has the status of ‘Epic’ in Tamil literature, which was also named ‘Ponniyin Selvan’. Not only in Tamil, MGR, who is considered an icon in Indian cinema, first bought the film rights of this novel in 1958. It has taken more than 50 years for this story to come from the pages of the book to the screen, the story of this journey again. Right now the issue is that such an ambitious film, such a big budget, such a tremendous starcast but where is the Hindi promotion of the film?
The crux of this question is that in the last one year, the kind of business that the films made in the South’s industries have done in the Hindi market and the popularity they have gathered, they are very bang. In such a situation, the makers of ‘Ponniyin Selvan’ being left behind in Hindi promotion is a matter of letting go of a well-made opportunity. How? Let’s tell.
Indian audience impressed by the teaser
The teaser of ‘Ponniyin Selvan’ was released in July, much before ‘Vikram Vedha’, and that too in all the five languages in which the film is to be released. There are more than 5 million YouTube views on the Hindi teaser so far and only after seeing the comments of the public, you will know how impressed the Hindi audience was by watching the teaser. When the trailer of ‘Ponniyin Selvan’ was released in early September, its visuals, grand look and story once again left people’s eyes wide open.
The attempt to reach the Hindi audience was clearly visible in the teaser-trailer and songs of ‘Ponniyin Selvan’. The dialogues of the film have been written by well-known Hindi writer Divya Prakash Dubey, which is not like the literal translation done in ordinary Hindi dubbing, but has perfect power according to the story.
In the song ‘Kaveri Se Milen’ with music by AR Rahman, Mehboob has written Hindi lyrics separately. The excitement of watching ‘Ponniyin Selvan’ was also visible in the Hindi speaking public on social media. But then team ‘Vikram Vedha’ started marketing campaign and now ‘Ponniyin Selvan’ seems to be lost somewhere in it.
‘Baahubali’, RRR and KGF 2 have changed the market
SS Rajamouli’s two films and Yash’s booming universe have given the Hindi public such fun that it has become a challenge for Bollywood films to cross their earning figures. The Hindi version of ‘Bahubali’ franchise, KGF franchise and RRR have collected almost 1400 crores at the box office. Mani Ratnam’s ‘Ponniyin Selvan’ has all the masala that can make the Hindi version’s box office earnings strong.
karthikeya 2 amazing
Hindi audiences, bored with the formula content of Bollywood, are watching the Hindi version of South films a lot. Films like KGF 2 and RRR are proof of this, but to understand this fund best, the earnings of ‘Karthikeya 2’ released in August can be seen.
‘Karthikeya 2’ (Hindi), which was released on a few screens in the Hindi market, opened an account with Rs 7 lakh on the first day. Almost a month the Hindi shows of the film went on, and the lifetime collection of ‘Karthikeya 2’ in Hindi alone reached very close to 31 crores.
History and Culture Connection
A cursory glance at social media reveals that Hindi public is also very interested in South films because it is becoming a perception that South Indian cinema celebrates Indian culture very well. The story of ‘Karthikeya 2’ also mentioned the mythology related to Lord Krishna and hence the public liked the film very much.
The history of the Chola Empire is considered very glorious and there is also a curiosity among the public about it. Whereas it has been explored very little in films and shows. If marketing is done well, then the public can go to see ‘Ponniyin Selvan’ only for this one reason.
identification of stars
The presence of Aishwarya Rai in ‘Ponniyin Selvan’ is not only reaching it to the Hindi audience, but the public also recognizes the rest of the stars. The Hindi audience still recognizes Chiyan Vikram by the name of ‘Unrecognized hero’. Karthi’s big hit ‘Kaithi’ is also being searched on OTT for some time, because the episode of Kamal Haasan’s hit ‘Vikram’ starts from there.
The Hindi public has been liking Prakash Raj’s work since the time of ‘Wanted’. Director Mani Ratnam himself has given Hindi iconic films like ‘Dil Se’ and ‘Yuva’. In such a situation, ‘Ponniyin Selvan’ has full potential to draw the Hindi public to theatres.
Why is Marketing Important?
The craze of ‘Pushpa: The Rise’ was so stormy that from Instagram reels to viral memes on social media, Allu Arjun was everywhere. This was amazing when the makers did not promote the film separately for the Hindi market. Talking to Business Today, ‘Pushpa’ producer Y. Ravi Shankar had said that he regretted that he did not promote Allu Arjun’s film and Ram Charan starrer ‘Rangasthalam’ properly.
He said, ‘We were certainly very surprised by the success we got outside South India. We never thought it was going to be so big because we didn’t spend a lot of time promoting.
The craze of ‘Vikram Vedha’ is going on tremendously in the public. In such a situation, it becomes very important to earn ‘Ponniyin Selvan’ in Hindi with a budget of 500 crores. Rajamouli had said in an interview- ‘How will I explain my story to as many people as possible? It is an automatic decision – by dubbing in a language that other people understand. When the makers have a story, a good dubbing in Hindi, they should definitely put a lot of emphasis on marketing it. There are still ten days left for the release of the film.