Why Pointism loves Pushpa's Wildfire Brand
- Pointism
- Jan 16
- 5 min read
"Pushpa Pushpa Pushpa Pushpa..." If this tune is already playing in your head, you've just experienced the power of brand recall, thanks to the brilliant marketing team behind the blockbuster Telugu films "Pushpa: The Rise" and "Pushpa 2: The Rule". Disclaimer: This is not a film review. It's amusing how this story of a man’s rise from laborer to kingpin of the red sandalwood smuggling syndicate has become a branding case-study exercise for our team at Pointism.
“Pushpa sirf naam nahi, Pushpa matlab brand!” Well, let's dissect this dialogue and understand what makes Pushpa a powerful brand.
Brand Identity - Who is Pushpa?
"Pushpa naam sunke flower samjhe kya?" Think again. Let’s delve into who Pushpa truly is and what he stands for. As the main character in this classic rags-to-riches story, brilliantly brought to life by Allu Arjun, Pushpa’s rustic charm, rebellious nature, and resilience make him both relatable and aspirational. The brand identity, initially crafted for the script, has transcended the screen, making a lasting impact in the real world. Now that's powerful branding.
Brand Name
The name Pushpa, derived from the Sanskrit word Puṣpa (पुष्प) meaning flower, might sound delicate. But don't be fooled. "Pushpa flower nahi, fire hai."
Pushpa represents the ultimate underdog, overcoming societal stigma for being born out of wedlock, and tirelessly proving his worth at every turn. The seemingly delicate name symbolizes his trauma and the struggles he has endured. Yet, despite these challenges, Pushpa rises above, embodying his fiery spirit and relentless drive to conquer.
Brand Pillars
Resilience: Pushpa's relentless perseverance and the refusal to bow down, highlighting his unyielding spirit.
Strength: His physical and mental fortitude in facing challenges head-on, always standing tall and proud.
Authenticity: Pushpa remains true to himself and his values, never compromising his identity or integrity.
Ambition: His fearless drive to ascend the ranks and assert his influence and control, showcasing his ambitious nature.
Rebellion: Pushpa's defiance of societal norms and his determination to challenge and disrupt the status quo.
Brand Personality
Note: Brand personality embodies human traits, while brand pillars are core principles supporting its mission. In discussing Pushpa, a human character, there's overlap. The repetition you are about to encounter is intentional.
Rebellious: Pushpa challenges norms and defies expectations, never hesitating to break the rules and rebel.
Charismatic Leader: He inspires and commands respect through his bold actions and confident demeanor, making others want to follow his lead.
Resilient: Pushpa's unyielding spirit and determination enable him to rise above adversity and never back down, embodying his catchphrase "Jhukega Nahi."
Loyal: Despite his rebellious nature, Pushpa maintains deep bonds with his family and loved ones, showcasing his unwavering loyalty and commitment. A major part of the storyline in Pushpa: The Rule evolves from Pushpa's devotion to his wife, Srivalli.
Ambitious: His drive to succeed and climb the ranks in the red sanders smuggling world highlights his ambitious and goal-oriented nature.
Authentic: Pushpa stays true to himself and his values, presenting a genuine and relatable character to his audience.
Brand Archetype
Pushpa's journey reflects a balance between defying norms and asserting authority, a blend of the Outlaw and Ruler archetypes. He disrupts the norm and encourages others to challenge conventions, making him the Outlaw archetype, thriving on rebellion and change. Additionally, he represents the Ruler archetype, demonstrating leadership, power, and a desire for control.
Brand Vision
To Rise & Rule: To inspire individuals to rise above limitations and achieve greatness through resilience and determination.
Brand Mission
To Defy Stereotypes and Break Barriers with Resilience and Courage: Through his journey, Pushpa challenges societal norms and proves that one's origins do not define one's destiny. Pushpa's story embodies the belief that one can overcome any obstacle with strength and willpower.
Verbal Identity
Brand Tone & Voice
Pushpa's tone and voice are distinctively bold, authoritative, and defiant, mirroring his rebellious and resilient nature. The language used is confident, unapologetic, and assertive, reflecting Pushpa's unyielding spirit. This tone of voice commands respect and inspires admiration, while also being genuine and relatable to the audience. The communication style is direct and impactful, leaving a lasting impression.
Brand Tagline
"Thaggedhele"(Telugu) or "Jhukega Nahi" (Hindi), which translates to "I shall not bow down", encapsulates Pushpa's refusal to succumb, no matter the challenge. Pushpa says this in his signature style - brsuhing the back of his hand across his chin, associating a powerful visual with the tagline.
Songs & Dialogues
The soundtrack of the Pushpa films is rich with powerful lyrics that highlight his journey, struggles, and triumphs. Songs like "Eyy Maga Idhu Nan Jagaa" from "Pushpa: The Rise" assert Pushpa's dominance and fearless nature, emphasizing his claim over his territory. Another impactful song, "Pushpa Pushpa" from "Pushpa 2: The Rule," celebrates Pushpa as a formidable leader and his aura. Iconic dialogues like "Pushpa flower nahi, fire hai" and "Jhukega Nahi" are more than mere lines; they are integral to Pushpa's brand identity. Together, songs and dialogues serve as brilliant marketing media for brand recall and recognition like we established at the start of this article.
Visual Identity
The Logo
In a defining moment of "Pushpa: The Rise," Inspector Shekhawat, played by Fahadh Faasil, mocks Pushpa for not having a surname, comparing it to wearing a shirt without a brand label. In a bold retort, Pushpa shoots a bullet into his own fist and creates a blood handprint on the back of his shirt, declaring, “Ye khoon hi hai mera brand!” This was to point out that he doesn't need a surname, the blood in his veins marks him as his father's son, and therefore his blood is his brand.
The handprint goes on to be used as a mark of Pushpa’s dominance and authority in the sequel. Emblazoned on the back of his shirts or used on shipping containers or trucks, this powerful symbol-turned-logo is a raw, unfiltered representation of Pushpa’s strength and influence over his territory.
The handprint is an unpretentious and genuine logo that embodies Pushpa’s relentless quest to carve out his own identity and leaves a lasting impression, making Pushpa’s brand instantly recognizable. A striking moment in the movie is when Srivalli (Rashmika Mandanna) pats her back from over her shoulder, declaring, "Pushpa is not just a name. Pushpa is a brand." This gesture solidifies the handprint as an enduring emblem of Pushpa's legacy and influence, reinforcing the logo's iconic status.
Color
"Pushpa: The Rise" uses a rugged and earthy color palette to reflect its setting and story. Dominated by shades of brown and green, it immerses viewers in the dense forests of Andhra Pradesh, emphasizing the raw and gritty nature of the character's environment. This is combined with occasional pops of brighter colors, especially in scenes showcasing cultural elements, adding depth and vibrancy to the storytelling.
In "Pushpa: The Rule," the sequel, features a more dynamic and grand color scheme. There's a noticeable increase in blues and oranges, associated with night and dramatic sequences, making scenes more intense and visually striking. The balance of warm and cool tones throughout the film enhances the dramatic contrasts and adds a sense of heightened realism and immersion.
By employing these distinct color palettes, both parts masterfully reflect the evolving narrative and emotional journeys of the characters.
Conclusion
In conclusion, Pointism’s fascination with the "Pushpa" brand lies in its exceptional transformation from a film character to an influential brand. Pushpa's journey symbolizes resilience, strength, rebellion, and authenticity, capturing the hearts and minds of audiences. The memorable dialogues, iconic handprint logo, and strategic use of color palettes and music further enhance the brand’s identity, making it a powerful case study in effective branding. Through its compelling narrative and strategic marketing efforts, "Pushpa: The Rise" and "Pushpa 2: The Rule" have proven that a well-crafted story and character can resonate deeply and become a wildfire brand.
Very very cool