Ranbir Kapoor: The Ramayana sequel has further strengthened its global creator aspect of marketing. Ramayana cast and crew will interact with YouTube star MrBeast through a special video, which will feature the popular creator. The meeting of one of the world’s biggest digital creators with the cast and crew of India’s biggest film will be seen as a crossover.
A new promotional route for Ramayana
MrBeast will reportedly make an appearance with Ranbir Kapoor, Sai Pallavi, director Nitesh Tiwari, and producer Namit Malhotra in a paid engagement as part of the campaign for Ramayana. This could open up a new avenue for Ramayana to reach audiences outside the space of Indian film marketing. MrBeast has huge followings around the world on YouTube and online.
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Bringing Bollywood and creator culture together
The interaction highlights how the entertainment leg of the promotional industry is diversifying away from traditional fare such as trailers, interviews, and celebrity fan engagement. Writers and creators with more global audiences can offer movies yet another mode of digital ingestion and engagement. Ramayana’s association with MrBeast could help steer Bollywood music into the mainstream of a modern-day, pop version of the creator economy.
A global audience opportunity
Ranbir Kapoor will be essaying the role of Lord Ram while Sai Pallavi will star opposite him as Sita in the film that is directed by Nitesh Tiwari and produced by Namit Malhotra. The film is reportedly being planned as a grand international production. The MrBeast encounter is just the latest example as Indian cinema begins to consider digital creators within the context of global marketing.
Creator influence enters film marketing
Ranbir Kapoor: This also points to an increasing crossover between creator marketing and entertainment marketing. A creator collaboration may be a way of reaching a different set of audiences for a film, especially if the creator has a large international following.
