The audio launch of Dhanush’s upcoming film Kuberaa recently took place in Chennai, drawing significant attention across social media. While the event itself was marked by the usual fanfare, it was Dhanush’s fiery speech — particularly his strong rebuttal to ongoing rumors — that became the center of conversation in the Kollywood circle.
Interestingly, shortly after the event, several prominent Kollywood trackers posted nearly identical tweets praising the actor’s speech and expressing anticipation for the full video release on YouTube or television. While such coordinated promotion is not unusual in the film industry, this wave of identical posts raised eyebrows among netizens, with some suggesting it might be a calculated public relations move.
This speculation is especially notable given Dhanush’s longstanding reputation for avoiding typical PR strategies. Unlike many of his contemporaries, the actor has largely relied on the strength of his performances and film choices to remain relevant. In fact, even some of his ardent fans have previously urged his team to adopt PR tactics to better position him during film promotions.
With Kuberaa, however, trade analysts and industry observers believe Dhanush may be testing the waters of PR-driven outreach. The uniform messaging from multiple film trackers has led many to believe that a strategic promotional campaign could be underway — a significant shift for the actor.
In contrast, actors like Sivakarthikeyan have long embraced PR-driven strategies, effectively leveraging social media to enhance visibility and box office success. His sustained popularity and consistent opening numbers are often attributed in part to his strong digital PR presence.
If the buzz surrounding Kuberaa marks the beginning of a new promotional approach for Dhanush, it will be interesting to see how it influences the film’s box office performance. While the current speculation remains unconfirmed, all eyes are now on how the actor and his team navigate this evolving phase of movie marketing.
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