Globally renowned filmmaker SS Rajamouli is currently working on his ambitious project, Varanasi. The big-budget adventure film stars Mahesh Babu in the lead role, with Priyanka Chopra Jonas and Prithviraj Sukumaran in key roles. Mounted on a massive scale, the film is set to release in cinemas worldwide on April 7, 2027.
In the latest development, the makers have partnered with SkyBlue Cinematix, a company specialising in brand integration and marketing partnerships for films. According to Variety, the company has secured the exclusive worldwide brand integration rights for the project.
For the uninitiated, brand integration refers to incorporating real-world brands into a film and its promotional campaigns. Products such as cars, gadgets, clothing, or technology used by characters can be tied to companies as part of marketing partnerships. SkyBlue Cinematix will manage such collaborations globally for Varanasi, connecting the film with international brands.
With Rajamouli known for mounting films on a grand scale, the collaboration indicates that Varanasi is being positioned as a truly global project.
Prakash Raj, Madhavan, and other notable actors are part of the film. It is produced by KL Narayana and SS Karthikeya, with music composed by MM Keeravaani.