Mumbai: SkyBlue Cinematix has secured the exclusive India and global brand integration rights for the upcoming film Varanasi, directed by acclaimed filmmaker S. S. Rajamouli. The agreement marks a significant development in branded storytelling, positioning the company as the sole partner responsible for integrating brand narratives into the film’s global cinematic universe.
The partnership represents a new approach to brand participation in large-scale filmmaking, moving beyond conventional product placements to more deeply embedded storytelling collaborations.
Known for directing globally celebrated films such as Baahubali: The Beginning, Baahubali 2: The Conclusion and RRR, Rajamouli has played a pivotal role in expanding the international reach of Indian cinema. Industry observers consider Varanasi to be one of his most ambitious projects to date.
The film is positioned as a high-octane global action-adventure, combining elements of ancient mythology with contemporary storytelling. It is expected to become the first Indian production shot in the 1.43:1 IMAX format, setting a new technical benchmark for immersive filmmaking.
The project features a prominent international cast, including Mahesh Babu in the lead role, alongside Priyanka Chopra Jonas and Prithviraj Sukumaran. The film’s music will be composed by Academy Award-winning composer M. M. Keeravani. The film is scheduled for a global theatrical release in 2027 across more than 120 countries.
Under the agreement, SkyBlue Cinematix will oversee the creation and placement of brand collaborations throughout the film’s narrative. The company plans to introduce what it describes as “Authentic Narrative Weaves”—integrations designed to organically align with the story’s mythology-driven world and global settings rather than appearing as conventional advertising placements.
Commenting on the collaboration, S. S. Rajamouli said, “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.”
Dato’ Manikandamurthy Velayoudam, Group Chairman of SkyBlue Group, added, “To be entrusted by S. S. Rajamouli with the global brand integration mandate for Varanasi is 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.”
