THALAIVAR STORMS ON TO TWITTER

SUPERSTAR RAJINIKANTH PARTNERS WITH FLUENCE TO MANAGE HIS DIGITAL PRESENCEDEBUTS ON SOCIAL MEDIA WITH TWITTER

May 5, 2014, India: One of India’s most prolific and influential superstars, the inimitable Rajinikanth, makes his much awaited debut on Twitter today. This also marks the superstar’s debut in the digital space. CA Media Digital’s first venture, Fluence - India’s leading celebrity digital network, will manage Rajinikanth’s digital interests, to further create and leverage the Thalaivar’s social presence. Twitter users around the world can follow and converse live with India’s original superhero, superstar Rajinikanth by visiting Twitter.com/SuperStarRajini or @SuperStarRajini on their Twitter app.

Fans can also follow the actor's Twitter account by simply dialling, or giving a missed call at 080 6700 6666 to access their idol’s Tweets, which is possible due to a global integration between Twitter India and ZipDial.

One of India’s most influential and bankable movie stars, Rajinikanth's mass popularity and appeal is largely drawn from his mannerisms and stylized dialogue delivery. He has received India's third highest honour, the Padma Bhushan, for his contribution to Indian cinema.

A cultural icon, the normally reticent superstar is looking forward to interacting with his fans on the platform. “I have always believed that my career graph is a miracle I owe my fans. I have been contemplating joining the social media platform for a while to connect with them, hear what they have to say and share my thoughts. Unfortunately I never got around to it until now. By partnering with Fluence I am confident that I have the best team and the best guides who will help me connect with my audience” said the Superstar. "I decided to start with Twitter because I felt that the platform is abuzz with all the news and the trends that happen across the globe and I'm told that this is where all the best Rajini one liners are!” he added.

Excited about the association, Ashish Joshi, VP Digital & Business Head – Fluence said “We are thrilled to partner with the enigmatic Rajinikanth. The digital landscape is exploding and when you work with Thalaivar the possibilities are endless. Twitter is the first step in building and growing his online presence and getting all the fans out there to directly engage with the phenomenon that is Rajinikanth. We will work closely with him to broaden the horizons of the digital landscape to create interesting and entertaining consumer facing properties that will engage the fans in a way that only Rajini sir can.”

Said Twitter's India Market Director, Rishi Jaitly, "Twitter is the world's leading real-time information network where users discover and converse with the people, organizations and media that interest them. This is truly an "only-on-Twitter" moment as Superstar Rajinikanth’s debut on Twitter also marks his debut in the digital space more generally. We welcome Rajinikanth to Twitter, are happy to support his launch on the platform and look forward to watching him use our mobile service to engage in live, public conversations with fans and other icons around the world."

To make Superstar Rajinikanth’s debut on Twitter more exciting; fans from all over the world, who follow him on twitter @SuperStarRajini in the first week, will receive a ‘WelcomeGraph’, a personalized welcome picture from the icon.

About CA Media

CA Media, the Asian investment arm of The Chernin Group was founded in in November 2010 with a mandate to build, manage and operate media, entertainment and technology businesses throughout Asia. Based in Hong Kong, CA Media is building a regional footprint primarily focused on India, Indonesia and China. CA Media has acquired significant stakes and has partnered in the success of Endemol India, a leading television and film production business; Only Much Louder (OML), a music, live events, and youth media company in India; Legend Fighting Championship, a Hong Kong-based mixed martial arts promotion; and most recently Graphic India, an entertainment company focused on creating leading characters, comics and stories for the Indian youth market through mobile and digital platform. CA Media Digital runs FLUENCE, India’s leading ‘Celebrity digital network’ around celebrities and brands.

Fluence: The Celebrity Digital Network

As a first step in New Media, CA Media has launched India’s leading Celebrity Digital Network – “FLUENCE”, which connects celebrities with their fans and brands through their online presence. Equipped with learning’s and insights from TCG’s (The Chernin Group) dealings in the US; CA Media has created a model that helps celebrities create and leverage their digital presence across social media platforms Fluence works closely with celebrities to build and grow their online presence across the digital landscape in an engaging and entertaining manner. Fluence also works with the artists to create interesting properties that can be monetized across various consumer facing Digital platforms. Fluence currently manages the digital life of many celebrities such as Amitabh Bachchan, Salman Khan, Sonu Nigam, Shaan, Karishma Kapoor, etc which includes; their social media presence, their digital endorsements, online/mobile monetization and equity-linked investments in the digital space.