Decoding brand Rajini: What drives enduring brand value of 72-year-old superstar Rajinikanth who charged Rs 110 crore for Jailer

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If Baashha was an instant cult classic locally, Muthu opened up a market for the actor in Japan. One aspect of his bankability is the strong overseas business of his films. Jailer, for instance, collected Rs 196 crore gross in overseas markets. Recently, a Japanese couple travelled to India to watch Jailer, while a video clip of Japan’s Ambassador to India, Hiroshi Suzuki, dancing to the film’s song went viral. Muthu and Enthiran are now both case studies at IIM Ahmedabad and ISB

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