Hit number 'Neruppu Da' from Rajinikanth's Tamil action-drama Kabali, which has clocked over nine Million views on YouTube, is now the title of a Vikram-Prabhu starrer, to be directed by debutant B Ashok Kumar.
According to the makers, there's a valid reason behind the choice of the title.
"The film has a different take on the fire service, and it features Vikram Prabhu as a fireman as well as a hardcore Rajinikanth fan. After much deliberation, we felt there can't be a better title than 'Neruppu Da'," Ashok told IANS.
Kabali producer 'Kalaipuli' S Thanu's permission was sought to use the title. Produced under the banner of Vikram Prabhu's First Artist, Neruppu Da also stars Nikki Galrani. Regular shooting of the project will commence from August.
Not only film-makers but also entrepreneurs and politicians are making the most out of the popularity gained by the upcoming Rajinikanth starrer.
Even as Puducherry announced free Kabali tickets to those who clean up their city and build toilets, politicians in Bangalore are luring voters by arranging a special show of the film. Not to forget AirAsia India's tactical move, which had recently grabbed the attention of many.
Many online retail stores too, are coming up with T-shirts and other accessories with Rajinikanth's photo from Kabali printed on it.
By the time of its release, Kabali, which has been directed by Pa Ranjith of Madras fame, would have helped many market their products.
Going by the current trend, it should not come across as a surprise if someone starts a brand new range of products centered completely on Kabali.
Meanwhile, the much awaited film is expected to make it to the CBFC chambers by the end of this week, after which the official release date will be announced by the producer.
Stay tuned for further updates on Kabali and everything else in the world of Tamil cinema.