Malaysia’s SkyBlue Cinematix has secured the exclusive worldwide brand integration rights for “Varanasi,” the upcoming large-scale action epic from “RRR” filmmaker S.S. Rajamouli.
The deal positions SkyBlue Cinematix, the entertainment and content integration arm of Malaysia-based SkyBlue Group, as the sole global architect of brand partnerships within the film.
“Varanasi” is one of the first Indian productions shot in the 1.43:1 Imax format. The film is touted as a high-octane, globe-trotting action-adventure that blends ancient legend with contemporary storytelling. A worldwide theatrical rollout across more than 120 countries is planned for April 7, 2027.
The film stars Mahesh Babu in the lead role, alongside Priyanka Chopra Jonas and Prithviraj Sukumaran. Academy Award-winning composer M.M. Keeravani is attached to provide the original score.
“‘Varanasi’ is mounted on an enormous scale, both creatively and technically. Every collaboration helps the film reach wider audiences meaningfully. I hope our partnership with SkyBlue Cinematix integrates global brands organically and respectfully into its rooted world,” Rajamouli said.
Rather than conventional product placement, SkyBlue Cinematix said it will deploy what it calls “Authentic Narrative Weaves” – deeply embedded brand integrations intended to align with the film’s mythology-rooted storytelling across both ancient and modern settings.
Dato’ Manikandamurthy Velayoudam, chair of SkyBlue Group, called the mandate both an honor and a responsibility. “This film is not merely a production – it is a global cinematic movement. We are proud to serve as the strategic engine powering its worldwide brand partnerships,” he said.
SkyBlue Group is an international media and infrastructure company with more than 18 years of operations spanning Malaysia, the U.A.E., India, and Nigeria. Its media holdings include over 1,400 transit media touchpoints under Dubai’s Roads & Transport Authority concession and digital out-of-home networks in Malaysia. SkyBlue Cinematix is currently expanding into Turkey, South Korea, Indonesia, and Thailand.
Rajamouli is best known internationally for the “Baahubali” duology and “RRR,” the latter of which won the Academy Award for Best Original Song.
Source: variety.com
