Yes you read it right, that’s the power of being a Superstar. Guys at Webchutney (Digital Agency) on behalf of Bollywood site Desimartini.com developed a microsite dedicated to superstar Rajinikanth on his 61th Birthday that runs without the internet. Desimartini wanted to pay tribute to the southern superstar on his 61st Anniversary & decided to do it in a manner that does justice to his image.
Desimartini asked Webchutney to create something special for the superstar on his birthday which had to be unique and special and will reflect Rajini’s larger than life image as shown in his movies.
Website features trivia on Rajini’s life, movie and some old famous Rajinikanth Jokes. On visiting the site, user has to disconnect his/her internet connection to enter the site. While browsing the site if a user reconnect internet, website will pops up a message which says, “This was unexpected. To keep browsing, switch off your internet”
Gurbaksh Singh, creative director, Webchutney, says, “Desimartini came to us with a clear mandate to do something extraordinary to increase outreach and visibility. Initially, we followed protocol and began exploring ideas in the social, mobile and digital space including augmented reality, but soon realised that nothing competed with the might of Rajini’s on-screen and real-life persona. It had to be a simple concept that will baffle users to the point of disbelief, and then a miracle will occur to induce gasps of ‘OMG!’, in keeping with Rajini’s original signature style. We knew we were on to something big as soon as we cracked the idea to create a website that will run purely on ‘Rajini Power’.
Commenting on the idea behind the site which runs without internet, Amit Garg, business head, Firefly e-Ventures (wholly-owned subsidiary of HT Media and owner of desimartini.com), says, “To the grab attention of the online audience, we needed to show them something they’ve never seen before, and only a Rajini website holds the credibility to do so!”Sudesh Samaria, national creative director, Webchutney, says, “The possibility of running a website without the internet has never been leveraged on such a scale. With a heady mix of foot-tapping music, vibrant splash of colours, quirky quotes and illustrations, and icons in true Rajini style and lingo, we knew that the campaign had all the right ingredients to go viral. The microsite showcases the true prowess of the superstar — justifying his ‘larger-than-life’ image by making it happen online, but without the internet!”
Nowadays, Internet users are so smart to understand the actual logic behind this gimmick but still those who didn’t understand here is logic behind this trick. Whenever a user open the website with active internet connection whole Flash Website gets loaded in one go and once the whole site is loaded the Website gives error to those users who are still connected on Internet and If user disconnect website runs without any error. Website is designed in such interesting way which create illusion for not so smart internet users whenever a user click on any of the internal link of the website its shows loading % and tagline under loading “Initiating Rajini Power”
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