Varanasi: S.S. Rajamouli Partners With Malaysia's SkyBlue Cinematix for Global Brand Integration

By Christa Lincy
March 10, 2026 at 3:37 PM IST
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3 min read
Varanasi: S.S. Rajamouli Partners With Malaysia's SkyBlue Cinematix for Global Brand Integration

In an exclusive report by Variety, it has been revealed that S.S. Rajamouli's upcoming magnum opus, Varanasi, has officially partnered with Malaysia-based SkyBlue Cinematix for its worldwide brand integration. The deal grants SkyBlue Cinematix—the content arm of the SkyBlue Group—exclusive rights to architect and manage all global brand partnerships within the film. This strategic collaboration marks a significant step in Rajamouli's mission to scale the project for a massive international audience ahead of its scheduled release on April 7, 2027.

Varanasi is being mounted as one of India's most ambitious cinematic projects to date. It is among the first Indian productions to be shot in the 1.43:1 IMAX format, promising a visual experience tailored for the world's largest screens. Described as a high-octane, globe-trotting action-adventure, the film aims to blend ancient Indian legends with contemporary storytelling. The production is planned for a worldwide theatrical rollout across more than 120 countries, following the global success of Rajamouli’s previous hits, Baahubali and the Oscar-winning RRR.

Departing from traditional product placement, SkyBlue Cinematix intends to implement a strategy called Authentic Narrative Weaves. This approach focuses on deeply embedding global brands into the film's storyline so that they align organically with both the ancient and modern settings of the movie. This method ensures that commercial partnerships do not disrupt the immersive experience of the mythology-rooted narrative.

S.S. Rajamouli emphasized the importance of this integration, stating to Variety, 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, Chair of SkyBlue Group, described the mandate as a global cinematic movement. SkyBlue Group brings over 18 years of experience in media and infrastructure across Malaysia, the UAE, India, and Nigeria. Their extensive network includes over 1,400 transit media touchpoints in Dubai and digital out-of-home networks in Southeast Asia. This partnership is expected to provide the film with a robust strategic engine to power its commercial presence on a global stage.

To ensure Varanasi is experienced in its native 1.43:1 IMAX format, S.S. Rajamouli has addressed the shortage of True IMAX screens in India, famously joking about staging a Dharna by pitching a tent outside the IMAX office in Los Angeles to demand infrastructure that matches his ₹1,300-crore vision. While India is currently IMAX's seventh-largest market with a 60% footprint growth since 2020, most existing screens are limited to the smaller 1.90:1 digital format. In response to Rajamouli's symbolic appeal, IMAX has signaled they are ready for expansion, prioritizing the installation of dual-laser projection systems in major Indian metros to meet the technical requirements for the film’s 2027 rollout.

While Varanasi features Telugu superstar Mahesh Babu in the lead role, the film's script is penned by veteran writer V. Vijayendra Prasad. Drawing inspiration from real-life events and mythology, the film is expected to be a milestone in the global crossover genre, setting new standards for how Indian cinema is produced and marketed to a worldwide audience.

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Varanasi S. S. Rajamouli Mahesh Babu Priyanka Chopra Prithviraj Sukumaran Tollywood
Published on March 10, 2026 at 10:07 AM

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