In the most unique attempts at marketing any show, lighting up the Burj Khalifa has only ever been propagated and Netflix’s ‘Navarasa’ had the tallest skyscraper lighted up with it’s trailer being displayed on the building.
The Tamil language is an anthology that is based on 9 rasas or human emotions, those of anger, compassion, courage, disgust, fear, laughter, love, peace and wonder. Advertising on the Burj Khalifa definitely ensures a reach in millions with not just people looking up at the tower in marvel but the video being circulated of the trailer being shown on the tower.
‘Arabian Business’, a magazine, reported that the starting rate for a three-minute display on the face of the tower is (UAE Dirham) AED 250,000 during weekdays from 8-10 p.m. It rises to AED 350,000 on weekends. MullenLowe MENA handles this media duty for the tower and the content must be sent in 4 weeks in advance before the promotions go live for it to get approved by Burj Khalifa’s owner, Emaar Properties.
Previously, Burj Khalifa has also promoted Kiccha Sudeep’s film ‘Vikrant Rona’ from India and international names include Avengers Infinity War, Wonder Woman 1984 and F.R.I.E.N.D.S. It created quite a stir in India when the tower wished Shah Rukh Khan on his birthday.
The television series, Navrasa created by director Mani Ratnam, was released on Netflix on the 6th of August, 2021.
