Rajinikanth – Destiny’s Own Child?

This piece was written for the News site – The News Minute and was carried on 2nd April, 2021. It can be read here:

https://www.thenewsminute.com/article/why-rajinikanths-dadasaheb-phalke-award-richly-deserved-146395

It was few days into June in the year 2007 in Mumbai. Those were heady days for the Indian economy with frenetic activity in retail, real estate and in fact almost all spheres in India. Malls and multiplexes within them were the cool things those days. In the midst of that, I saw some huge excitement around the release of a Tamil film in Mumbai, probably for the first time.  FM Radio stations were talking non-stop of that film, adding to the build-up. The film was Sivaji – The Boss, directed by Shankar and the reason for the excitement was Rajinikanth, who by then had transcended the Southern borders and was a phenomenon across the country in what I would say the phase-4 of his still running career.

The film got a huge theatrical release even in Mumbai.  When I went to watch the film over the weekend at the nearby multiplex, there were kids, teenagers, young couples, middle aged folks and senior citizens of all hue, who had thronged to watch the film. The buzz was palpable and unprecedented. I have not seen any other Indian actor who commands such a following across age groups, across class divide, across genders, in short across anything, till today.

I don’t think anyone would have foretold such a rise for Rajinikanth way back in 1975 when he literally “entered” into the world of films with Apoorva Raagangal pushing a huge gate in his entry scene. That scene in a sense remains metaphorical of his career in films. He had to push hard the prevailing stereotypes for an actor to establish himself in phase -1 of his career where he was doing support roles, many of which alongside Kamal Hassan, who was already an established star. Much credit is due to director K.Balachandar who saw something in him which others didn’t and mentored him as he evolved into a bankable hero. In this period, what made him stand him apart was not so much his acting prowess but, his screen presence and mannerisms which became to be branded as “Rajini style” in years to come.

The same “Rajini style” packaged with some raw energy on screen carried him through to become a sole hero in films in what will be the phase-2 in his career. Even as he started delivering hits as a hero, there were still questions around his acting skills. Comparisons naturally ensued. If it was MGR Vs. Shivaji in the previous era, it was Kamal Vs Rajini in that era. In those pre-social media times, there were endless arguments on who was better with Kamal camp emphasising on his versatile acting talent while the Rajini camp was pitching in for his wider appeal among masses. But given an opportunity by way of meaty roles, Rajini did prove himself as a consummate actor in films like Mullum Malarum,  Aarilirunthu Arubathu varai, Engeyo Ketta Kural, Thillu mullu to mention a few. Yet, Kamal, the “Class actor” Vs Rajini, the “Mass hero” debate went on unabated. After every film release of either of these stars, I remember our group of film buffs in our engineering college re-opening the debate and ending without a conclusion. There were no hashtags way back then to monitor the trends and announce victories.

It’s in the mid 90’s post Baasha, however, that something changed. Rajini’s appeal then started transcending all boundaries. Young and the old, privileged and not so privileged, urban and the rural, educated and not educated, men and women, Software geeks and accounting professionals – he endeared himself to one and all. Soon, Kamal Vs Rajini debates ceased to exist.  Rajini films were simply too entertaining and he himself became that mass entertainer. While most of Rajini’s films then followed a standard template of “riches to rags to riches” hero, in real life though, from one phase to another his career graph went only one way – Up.

From then on, what happened to him and his career are stuff that dreams are made of. Looking back, here was a guy who was defying all established norms and conventions for a Tamil film hero. Rajinikanth was not conventionally “good looking”. He was not fair skinned or even brown skinned – again a much needed specification for heroes at that time. His grip on the Tamil language and dialogue delivery were not up to the mark. He had not come from the “stage” background which was very common for most actors those days. He did not possess the best dancing skills either. And finally in terms of histrionic skills, there were better heroes around.  In short, he did not fit into the established grammar of a hero. Yet, he became the reigning Superstar of Tamil cinema. In all of these phases, he had the backing of talented screen writers and directors who knew how to package Rajinikanth on the big screen.

All the so called inadequacies didn’t prevent him from making a lasting impact on the audience. For sure, he picked up on his acting skills as time passed by.  He made up for the lack of everything else with his sheer screen presence. He turned his dialogue delivery style into his own with his baritone voice. On screen, he was always a man of high energy. And there was an element of style in his movements which people simply loved. In his own admission, more than his strengths, he was aware of his short comings and decided to work within them.  And more importantly like MGR, Rajini had the pulse of his fans. He was very choosy about the subjects he did and the film makers he worked with. While he was hands off in making of his films, in this phase, Rajini always had the final say on what made it to the final cut.

This phase -3 of Rajinikanth’s career is interesting in more ways than one. Before, commercial films were labelled “Masala films” a category in which Rajini ruled. With his films like Baasha, Muthu and Padayappa, Rajini now created the “Mass” film category and owned it for a long time. Mass films came with “Mass scenes” which became iconic.  Normal lines when mouthed by Rajini repeatedly in a film became punch dialogues.  Today, almost all stars across languages have made mass scenes and punch dialogues necessities in their films.

It is this mass adulation of whatever Rajini did, that pitch forked him to become the phenomenon he is today. Beyond the borders of Tamil Nadu or even South India, his films are eagerly awaited even in Non-Tamil speaking states of India. Not to forget the surprising admiration he earned in Japan since Muthu. It can be safely said that Rajinikanth is the biggest entertainer Tamil cinema has ever seen till today and he continues to be so.

At 70, Rajinikanth is at the December of his career. However he is not done yet. The opening his film like Kabali got, is the envy of many young stars. Even today, the expectations and the frenzy his new film release generates across all age groups are unmatched. The last few of his films might not have matched his all-time hits of the past due to poor story lines and screen play but, Rajini himself gave a good account for himself with his performances.

It’s only apt that the Government of India chose to honour Rajinikanth with the Dadasaheb Phalke Award now as he completes 45 years of stardom in cinema, that too without a break.   Notwithstanding the timing of the award which has set some tongues wagging, Rajinikanth the phenomenon truly deserved the Dadasaheb Phalke award or rather as the memes would go – Dadasaheb Phalke award truly deserved the Rajinikanth! After all, he is indeed Destiny’s own child, isn’t it?

Rajinikanth and creating his own playbook!

“Normal people go to a party on 31st Dec., but Rajinikanth forms his own party on 31st Dec.”! This joke got added to the myriad “legend of Rajinikanth” jokes that storm the internet in regular frequency usually before his film releases. His next film 2.0 is still few months away. But his career 2.0 finally got released.

What were hitherto just signals and hesitant testing of waters turned into a clearly stated commitment on the last day of 2017, when Rajinikanth announced his intent to enter electoral politics in Tamil Nadu. The journey from being a matinee idol, Superstar Rajinikanth to the Thalaivar Rajinikanth has begun in right earnest. It’s clear that Rajini now sees an opening in TN to make an impact amidst the current political vacuüm that has engulfed TN since the demise of Jayalalitha and the virtual retirement of Karunanidhi. And for common people, of what has now become a rudderless Turmoil Nadu, Rajinikanth is their beacon of hope.

Why did Rajini decide to take the plunge now?  If you map Maslow’s hierarchy of needs into Rajini’s life, he is probably past the first 4 needs (Physiological, Safety, Love & Belonging and Esteem) and now he is seeking “Self Actualisation”. Nothing else explains his craving today to jump into politics having been so successful in his film career. The point to note is, if he lived in a state like Maharashtra, probably he would have just walked into the sunset like a Dilip Kumar. But TN has a strong precedent of popular actors trying their luck with politics (with mixed success though) and hence has shown politics to be the path to Self Actualisation for any mega successful actor.  Explains Kamal’s recent fishing in political waters as well.

If you just go by history just in TN, you have examples of stars who succeeded big time in politics and who failed miserably. MGR, Jayalalitha count in the 1st category while Shivaji Ganesan, Vijayakanth and a host of others fall in the 2nd. These tried to emulate the MGR playbook which didn’t work. In another era and environment, to succeed, Rajini needs to create his own playbook today. For which, he needs to know not just his strengths and weaknesses but also limitations of his strengths. Just like how he knew these and managed well in his film career all these years.

Having been an extremely successful actor and elevated to being a legend in the last 20 years, his popularity, charisma and top of the mind recall among the masses in TN are unparalleled. So he starts with this huge advantage of connecting with the youth, women and the underprivileged instantly.

Rajini has thus far a super clean image. He is not known to have cheated people or swindled others’ money. Stories of him returning money to distributors when his films like Baba and Lingaa flopped have only helped cultivate the image of him as a person with high moral values.

Rajini’s other important and I would say deliberate approach has been to stay away from controversies. Being just an actor so far he has not felt the need to give his opinion about all matters under the sun. Also he never threw his weight around in matters which are unconnected with films and thereby managed to remain unattached. This has earned him more sympathisers than adversaries!

But succeeding in politics and becoming a ruler of a state needs more than just a charismatic leader. You need a grass root organization with credible leaders who will be connecting and engaging with people on a day-to-day basis. Here’s where I would like to bring in Rajini and a seemingly far fetched BSNL analogy.

In India, when BSNL got the license in the 2nd round for offering mobile phone services, it started off with a distinct disadvantage. That of, competing with established private players who had a head start in the market. However compared to the other private players like Airtel, Tatas who also got into the market late, BSNL had one great advantage.  The private players had to put up a cellular tower network in their respective regions from scratch, right from identifying location, incurring high capex in real estate, setting up towers,…  BSNL however, already had their established base of offices for landline phones in the nook and corner of the country. So BSNL had to just put up cell phone towers in their own office buildings and do the roll out. This explains the fact that even today when you travel to remote rural areas, Airtel/Vodafone,.. fail miserably while BSNL provides great connectivity. I notice this every time I travel to my native place in Kerala!

Akin to BSNL’s offices in the nook and corner of the country, Rajini, though new to politics, has his established organizational network of Fan clubs in the entire TN. This network needs to be activated to become what we call in Marketing as “Touch points” for people. And from the announcement speech, it appears that this is what is Rajini’s first task going to be! I.e. of organizing the fan clubs into political shaakas!

Tapping into the BSNL analogy again, in spite of having such an advantage in terms of an established infrastructure, BSNL did not manage to set the cellular phone market on fire. While in rural areas, BSNL could hold fort thanks to the superior coverage, in urban India it couldn’t match the nimble footedness of private players. The “sarkari” image and the sloth experience customers got to experience in BSNL’s touch points in urban centres didn’t at all help in getting users to try BSNL. As Rajini tries to activate the fan clubs across TN, it is important for him to give a different flavor for these fan clubs in rural and Urban TN to appeal to the different sensibilities.

This is where it is important for Rajini to have the right set of advisors around him. Those who will be able to translate his intent into set of initiatives that will impact the people. Here, he can go back to his model what he has been adopting in his film career. As far as his films go, Rajini had a very clear but simple approach. That is of selecting the right script and choosing his directors very carefully. Apart from bringing his personal heft behind the project and picking the director, he didn’t do much in terms of influencing the script or choosing his technicians and the cast,…,… beyond a point. Here he is very different from Kamal Haasan or even other top Tamil stars like Vijay. Surya, Ajit,… who I understand involve themselves in the film beyond just being the hero. Similarly, with a right team in place and a winning script in the form of a vision for the state of TN, Rajini should let the team carefully craft the roll out of the policy, programs and promises.  Having a right team is also critical as, in the world of competitive politics, Rajini, (an ageing star turned politician at 68 with health concerns) has to be “seen” on top of issues 24*7. This can only happen if he has a good team to lean on. The current set of ‘Fan club” leaders may not fit the bill entirely.

In marketing, Brand positioning is considered to be the most crucial element in the whole mix. How one positions the brand in the minds of the consumer differently with respect to competition defines the way the brand is remembered and adopted. And here I feel, Rajini has thoughtfully come up with a unique positioning i.e of “Aanmeega Arasiyal” (Spiritual politics). While we have heard of Secular politics and Developmental politics and politics of all hue, this is unique. In TN, Dravida parties and their variants for decades have professed Atheism, Care for the oppressed and all such lofty ideals but have practiced exactly the opposite. I feel that this positioning will resonate well with the urban middle class segment which has been enduring the hypocrisy of the Dravida parties for quite some time.  Having cracked the positioning bit, it’s important to live it up and be consistent around this positioning as time goes by.

If one would have noticed, since the 31st Dec, when he made the announcement to join electoral politics, Rajini has managed to remain in the news. Instead of doing everything on one particular day and keeping quiet subsequently (a la Kamal), Rajini has been carrying out his activities in tranches. Thereby remaining on top of the news clutter. A smart approach so far.

Rajini has thus far created his own playbook and has played his cards well. But politics is a long game. It will be interesting to watch his next moves and the outcomes. Whether this playbook helps him to succeed, only time will tell.

Usually when so called “Good people” join politics with a promise to bring a change, they end up changing themselves. But here, “Politics has joined Rajinikanth”. Hopefully politics gets a makeover. Or so many pray!

Pic courtesy: AFP