Rajinikanth decoding the pheno-man-on

When his name flashes on screen, the hall goes deafening with claps.

When he gives a glimpse of his shoes and the sign of things to come, whistles reach a crescendo.

When he speaks the first word dramatically, the confetti blinds you.

When he utters 14-characters and tweets, 4,05,650 people follow him in an instant like he were a pied piper.

When he says something as simple as 'Andariki namaskaram' in a language he is not too good at, crowds go berserk, scramble over each other to touch him and fall over each other to shake hands.

He is RAJINIKANTH! There's nothing he can't! His life is what every person would want!

Just type his name and Google Search yields 38,20,000 results in 0.4 seconds.

The word Rajinikanth Facebook Fan pages yields 32,50,000 results in 0.45 seconds. With Rajinikanth, everything is exemplary, king size, larger-than-life and flamboyant.

He is not just an actor. He is a Superstar. A wave. A phenomenon. A mania. A fad that has stayed on for over three decades. Fan frenzy. Mass adulation. The ultimate Thalaivar! But then, he is lean. Does not sport six packs! Is proud to be seen in public with his receding hairline and flaunts his shining bald pate. His complexion is a typical Indian tone. He does not sport branded clothes. Prefers white cotton lalchi-pyjama for public gatherings, yet he is India’s style guru, be it with the flip of his sunglasses or the way he turns around when some calls him. Rajini does not speak slang, post selfies or appear in commercials. Yet he remains the biggest star in India. Reason: He is a common man who has turned great by the sheer power of hard work. Millions of youngsters connect with the dark, gawky and impoverished teenager with a burning ambition to succeed. They could empathise with the boy who, like them, lost interest in studies but wanted to make it big in life. They loved the boy who was prepared to work hard in an unconventional field and succeed.

Yes, Superstar Rajinikanth is India’s reining star who has an instant connect with every middle class person. His phenomenal rise from a government school student to an office boy, a struggling conductor, from there to a struggling antagonist and finally into the Rs 100 crore club is a story that blockbusters are made of. What is the magic that he holds onto Indians? How can one man stay on top for so long? What is the secret? Is the Rajini mania bigger than the popularity that Hollywood celebs enjoy? He is perhaps the only actor whose songs and movie scenes are enacted out in Japanese talent reality shows.

Says Naman Ramachandran, London-based journalist, fan of the actor and the author of ‘Rajinikanth: The Definitive Biography’, “The Rajini mania cuts much deeper than those of Hollywood stars because of the depth of obsession and reverence that fans have for their Thalaivar. It is only going to increase exponentially because his next film ‘Lingaa’, which he is shooting now, is live action, the first time fans will get to see him in the flesh since ‘Enthiran/Robot’, and expectations are at feverish pitch. No one can cash in on Rajinimania, it is priceless.”

Brand Rajini is often compared to brands such as Harley Davidson and Apple. Before you think it is an exaggeration, writers PC Balasubramanian and Ram N Ramakrishnan say in their book, ‘Grand Brand Rajini’ that like a good product, he started off as a ‘power brand’, then became a ‘super brand’ and now, is a cult brand. His USP is that he gives the audiences what they expect and in the magnitude they want.

Says Manchu Manoj, Telugu actor and a close family friend of Rajinikanth, “I think the mania is justified and it is because he's one in a million! To top it, he is so humble and the sweetest soul inspite of all the adulation. He and my dad Mohan Babu are like brothers and so his relation with me is that of an uncle and nephew. I have seen him in close quarters and cannot but help being touched by his aura."

Reports about his philanthropy which is roughly half of his earnings (and he was reportedly paid Rs 45 crore), his spiritual sojourns to Himalayas, his down-to-earth demeanour and his ability to super deliver while being grounded and content is perhaps what makes Rajinikanth the Pheno-man-on!

Perhaps the best way to sum him is to take a line from Rajini’s own jokes: Where there is a will, there is a way. Where there is Rajinikanth, there is no other way. MIND IT!

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