Moj launches #ThalaivaTheBoss, a national campaign celebrating superstar Rajinikanth's birthday
~ The track is composed by popular music director Edwin Louis Viswanath
~ With the help of the RBSI (Rajnikanth Biggest Superstar of India) fan club, Moj has marked Rajnikanth's birthday
~ So far, over 809K Rajinikanth fans on Moj have created videos to celebrate Rajnikanth’s birthday
~ Winners of #ThalaivaTheBoss campaign to receive prizes worth INR 1L, OnePlus mobile, Thalaiva goodies and much more
India, December 8th 2022: Moj, India's largest short video app, has launched a pan-India campaign, #ThalaivaTheBoss, in collaboration with the RBSI fan club, to commemorate superstar Rajinikanth's 72nd birthday. In his honour, Edwin Louis Viswanath, the uber-talented music director, has composed Thalaivar The Boss official Rajini Anthem, an exclusive song for all Moj users to use the audio while creating engaging content. For the campaign, Moj has also created a one-of-a-kind lens that allows fans to transform into Rajini's popular Kabali look and create entertaining content. Since the challenge's inception on November 21st, over 800,000 fans and creators have participated in the campaign, resulting in 809K videos. The challenge is expected to break the record for most user-generated videos in a challenge/campaign in the year until the legend's birthday is on December 12th.
The audio track, Thalaivar The Boss, honors the star's legacy, which has an unrivalled worldwide fan base. Moj creators from various genres are creating innovative videos for the campaign, ranging from dance and acting to creating transitions, by sampling the audio track in their style. They can also use Rajini's Kabali lens to post fun videos about the song or their favourite dialogues from Rajinikanth movies. The campaign is supported by one of the star's largest fan clubs, RBSI (Rajini Biggest Superstar of India), which has a massive 636K following on the Moj app. The xx days campaign will end on 20th December, and creators with the most creative video will win prizes worth INR 1L, OnePlus mobile, Thalaiva goodies and creator accessories like ring lights and stands. Yasuda Hidetoshi, the actor's ardent Japanese fan, also encouraged all Moji Thalaiva fans to join the #ThalaivaTheBoss campaign and sent warm birthday wishes to his idol via a video byte on Moj. Popular Moj creators, such as Paru Gowda, Samrat Shetty, Santosh Kasarla, Karan Patidar, amongst others, participated in the challenge with their refreshing take on the audio and the fun filter.
Speaking about the campaign, Shashank Shekhar, Senior Director, Content Strategy & Operations, says, "Rajinikanth is one of the most revered stars in India and his 72nd birthday should be celebrated with a lot of fanfare. Moj has a massive fanbase for Rajinikanth not just within our Tamil users but pan India. To commemorate the legend, at Moj, we have launched a month-long campaign with an exclusive track, the one-of-a-kind filter and acknowledge true fans of Thalaiva. So far, the campaign and the challenge have done superbly well and we are yet to see much more activity on 12th December.”
Edwin Louis Viswanath, the man behind the audio track, is thrilled with the track's response, "It's an honour to have been able to create an exclusive track in tribute to one of India's biggest stars, and I'd like to thank Moj for that. Though the song is in Tamil, it's incredible to see the love from across the country as well as the quirky, entertaining content Moj creators create for the audio."
The RBSI (Rajnikanth Biggest Superstar of India) fan club community added, "We were all absolutely delighted when we heard the song and the filter concept to honour the 72nd birthday of Rajni sir and couldn't wait to collaborate with Moj. Thalaivar, we wish you a very happy and healthy birthday! #ThalaivaTheBoss, we love you."
Moj has engaged its creator community with successful campaigns and creates an opportunity for users to showcase their creative skills while paving a path for true success as digital stars through engaging challenges, impactful collaborations, and tangible gratifications.