Rajinikanth and Akshay Kumar raise film promotions benchmark with 2.0's publicity campaign

FP Staff

Jun,25 2017 19:41 42 IST

Superstar Rajinikanth's forthcoming Tamil science-fiction action drama 2.o is one of the most sought-after films of this year. With Akshay Kumar on board the excitement is all the more crazy. No stone is being left unturned to utilise this buzz around the film.

2.0 poster 380

Lyca Productions, the makers of 2.o, are pushing the envelope as they begin the promotional campaign for the Indian film.

Set for a worldwide release on 25 January next year, the 3D film is rumoured to have been made on a budget of over Rs 400 crore.

As part of the promotions, a hot-air balloon adorned with life-sized images of Rajinikanth and actor Akshay Kumar will travel around the world.

"We plan to take the 100-foot-tall hot-air balloon to as many balloon festivals as possible across the world. Since we see our film as a Hollywood production, we also plan to tie up the balloon over the Hollywood signage in Los Angeles," Raju Mahalingam, creative head, Lyca Productions, told IANS. "We also plan to take it to various Indian cities. Well-known stars will participate in this drive," he furthered.

The balloon will fly to many cities and countries like London, Dubai and Australia among others as part of the promotional drive.

Mahalingam, on 24 June, took to his Twitter account and shared a video with visual footage of the promotional activities for the film. The video also shared some interesting trivia related to this promotion stint. It says over 600 man hours; 12 kilometers of thread and 1500 yards of fabric have been spent in the making of this banner for the film.

The video ends with the banner "2.0 World Tour. Coming Soon..."

Directed by Shankar, 2.o is the sequel to 2010 Tamil blockbuster Enthiran.

The film introduces Akshay as the antagonist while actress Amy Jackson will seen playing the leading lady.

DNA reports that previously, before the release of Rajinikanth's film Kabali, several Air Aisa aircrafts were used to promote the film.

According to a report by The Indian Express, 2.0 is expected to release during the Republic day weekend in 2018, while the trailer is slated to be released on 12 December this year, which also marks the superstar's birthday.

(With inputs from IANS)