Malaysia’s SkyBlue Cinematix has secured exclusive global brand integration rights for ‘Varanasi’, the upcoming big action blockbuster from ‘RRR’ filmmaker SS Rajamouli.
The deal positions SkyBlue Cinematics, the entertainment and content integration arm of Malaysia-based SkyBlue Group, as the sole global architect of in-cinema brand partnerships.
‘Varanasi’ was one of the first Indian productions to be shot in 1.43:1 Imax format. The film is being touted as a high-octane, globe-trotting action-adventure that blends ancient legends with modern storytelling. A worldwide theatrical release is scheduled for April 7, 2027 in over 120 countries.
The film stars Mahesh Babu in the lead role and co-stars Priyanka Chopra Jonas and Prithviraj Sukumaran. Academy Award-winning composer MM Keeravani provides the original score.
“‘Varanasi’ is being assembled on a colossal scale both creatively and technically. Every collaboration will help the film meaningfully reach a wider audience. We hope that our partnership with Sky Blue Cinematics will organically and respectfully integrate the global brand into the world in which it is rooted,” said Rajamouli.
SkyBlue Cinematix said it will deploy what it calls “Authentic Narrative Weaves” rather than traditional product placement. It’s a deeply embedded brand integration that aims to match the film’s mythologically rooted storytelling across both ancient and modern settings.
Sky Blue Group Chairman Dato’ Manikandamurthy Velayudham said the task was an honor as well as a responsibility. “This film is not just a production, it is a global film movement. We are proud to serve as the strategic engine driving global brand partnerships,” he said.
SkyBlue Group is an international media and infrastructure company with operations in Malaysia, UAE, India and Nigeria for over 18 years. The company’s media holdings include more than 1,400 transport media touchpoints under the Dubai Roads and Transport Authority concession and a digital out-of-home network in Malaysia. SkyBlue Cinematix is currently expanding to Türkiye, South Korea, Indonesia, and Thailand.
Rajamouli is best known internationally for the ‘Baahubali’ diptych and ‘RRR’, the latter of which won him an Academy Award for Best Original Song.
