‘Kalki 2898 AD’ Producers Reflect on Global Impact Ahead of Japan Release (EXCLUSIVE)

Naman Ramachandran

30 December 2024 at 11:40 pm·3-min read

Vyjayanthi Movies’ ambitious Indian sci-fi mythological epic “Kalki 2898 AD” made waves in 2024, grossing over $140 million globally before being overtaken by “Pushpa 2: The Rise” in December. The film, which blends Hindu mythology with dystopian future tech, represents a significant milestone for Indian cinema’s expanding global footprint.

Set in a dystopian future, “Kalki 2898 AD,” helmed by Nag Ashwin, follows Bhairava (Prabhas), a powerful warrior with mysterious origins. As he navigates a world ravaged by war and environmental destruction, Bhairava becomes entangled in an ancient prophecy. Amitabh Bachchan plays Ashwatthama, an immortal being from the era of Indian mythological epic “Mahabharata,” while Deepika Padukone portrays Sumathi, a character who is pregnant with the unborn Kalki, an avatar of Vishnu. Kamal Haasan takes on the role of the antagonist Supreme Yaskin. The film blends elements of Indian mythology with futuristic technology, culminating in epic battles that span both physical and spiritual realms.

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The film is produced by C. Aswani Dutt, Swapna Dutt Chalasani and Priyanka Dutt for 50-year-old Indian banner Vyjayanthi Movies. With an estimated budget of $72 million, it’s one of the most expensive Indian films ever made.

“When we first dreamed of ‘Kalki 2898 AD,’ we could never have imagined the kind of impact it would have on audiences worldwide,” says producer Priyanka Dutt. “It’s a testament to the power of storytelling, the collective effort of our talented team, and the unwavering support of our fans. We feel incredibly grateful to have had the opportunity to share this vision with the world and are beyond thankful to everyone who made this possible.”

The film’s marketing campaign included several innovative measures, including a launch at San Diego Comic-Con and a Times Square billboard reveal. International screenings at the TCL Chinese Theatre in Los Angeles and the Busan International Film Festival further expanded its global reach.

The film’s promotional strategy included an animated prelude on Prime Video and a nationwide tour featuring Bujji, the film’s signature six-ton futuristic vehicle that serves as protagonist Bhairava’s companion. The marketing campaign also leveraged strategic placements during India’s IPL cricket season.

Trade analyst Taran Adarsh notes the campaign’s groundbreaking approach: “The genius of ‘Kalki 2898 AD’s marketing lay in its ability to create moments that transcended cinema. From lighting up Times Square to the nationwide Bujji Tour, every promotional event was crafted to be an experience. Vyjayanthi Movies didn’t just promote a film; they built a universe that fans could engage with, ensuring that the excitement never dipped until the final credits rolled.”

Producer Swapna Dutt Chalasani sees the film as more than just a box office venture. “For us, ‘Kalki 2898 AD’ was never just a film; it was a labor of love, an expression of all our hopes and aspirations for Indian cinema,” she says. “The way audiences across the globe have embraced it is a humbling reminder of the magic that storytelling can create. We are incredibly grateful to the amazing team, our visionary director Nag Ashwin, and every member of our cast for bringing this dream to life. This is just the beginning, and we can’t wait to see where this journey takes us.”

“Kalki 2898 AD” is set for release in Japan on Jan. 3. Plans for a sequel, which include an epic face-off between the characters played by Prabhas, Amitabh Bachchan and Kamal Haasan, are underway.

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