Trust Salman Khan to think out of the box to promote his films and he has come out with a USP once again through his latest film on offer, KICK. The USP of KICK lies in the fact that it is being positioned as a film that is one way or the other associated with Kabbadi, the original rural sport of India. Interestingly, just a day after KICK releases, Pro Kabaddi League, for which Salman has also shot for a special promo, begins where actor Abhishek Bachchan and producer Ronnie Screwvala own a team and a week later, the World Kabaddi League would be starting where stars of the likes of Sonakshi Sinha, Akshay Kumar and Honey Singh own their Kabaddi teams.
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One may ask after all, sports is sports and what is so special about Salman associating with Kabaddi on the eve of release of KICK? Well, for the uninitiated, Kabaddi still is the most popular sport in the villages in India, more so in Punjab and Haryana. Besides, Punjabi community forms a large part of the diaspora who identifies with Kabaddi and organizes tournaments in Canada, USA and in England on a large scale. As a matter of fact during the months of December and January when the natives return to their motherland from the diaspora, one finds Kabaddi tournaments galore being organized all across the country side.
So once Salman Khan associates his name with Kabaddi, he would ensure fantastic opening for KICK in the overseas segment as after a really long time a sport with which the Punjabi diaspora identifies, could have a place of eminence in a film. It is smart way to position KICK in a surrogate manner with Kabaddi and the buzz of the market is that KICK could again set up new barrier by doing a business of more than 500 crores.
Salman Khan in the past has created new frontiers of box office collections and if KICK is able to do a business of 500 crore, it would be a feat that would be difficult to surpass for a long time to come. As a matter of fact for Aamir Khan’s P.K. it indeed would be tough act to follow.
Whatever the commercial outcome, one thing is for sure, Kabaddi is not going to be the same again after KICK and perhaps in an indirect manner Salman Khan could be the brand ambassador that this sports had been looking for revival for quite a long time!