Jul 28, 2026 1:10pm IST
From ‘Baahubali’ To ‘Ramayana’: Decoding Indian Cinema’s Global Fan Event Strategy
Over the past few years, Indian cinema has slowly discovered a new stage for high-scale film promotions. Long treated as the exclusive sanctuary of Hollywood tentpoles and comic book blockbusters, international pop culture conventions have increasingly caught the attention of Indian filmmakers looking to make a global splash.
The entry of Indian cinema into this realm began with SS Rajamouli’s “Baahubali”, followed years later by Nag Ashwin’s “Kalki 2898 AD”, which debuted as Project K at San Diego Comic-Con in July 2023 with Prabhas and Kamal Haasan in attendance. More recently, SS Rajamouli’s “Varanasi”, starring Mahesh Babu, Priyanka Chopra and Prithviraj Sukumaran, showcased exclusive behind-the-scenes footage tailored specifically for CCXP Mexico.
On domestic soil, actors Sidharth Malhotra and Tamannaah Bhatia appeared at Mumbai Comic Con to promote “Vvan”, an upcoming folk feature based on a creature in a forbidden forest, demonstrating how Indian producers are actively testing the convention model to build universe-style hype.
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Wooing Global audience
The latest and most ambitious entry on this trajectory arrived when actors Ranbir Kapoor and Yash arrived at San Diego Comic-Con on July 23 to present “Ramayana”, a two-part cinematic adaptation of the revered Hindu epic. The team unveiled exclusive glimpses of the production to an mostly Asian attendes. This marked the second time an Indian film secured such a prominent showcase at San Diego Comic-Con after Kalki 2898 AD. Reflecting on the moment, Ranbir Kapoor expressed his excitement: "I've always been a fan of comic conventions. To finally be here on the other side with a story, which is so ingrained in our culture, to bring that to a larger audience, it's really a proud moment for our team." Yash echoed that sentiment regarding the venue, stating: "I think this is the right kind of crowd who really understand the nuances of this kind of film and the effort that goes behind it. If they're excited, they're the most important people."
Not India first
From a commercial perspective, debuting content at San Diego Comic-Con before its domestic launch represents a calculated attempt to capture Western attention. The team aimed to generate cross-border buzz usually reserved for Marvel Cinematic Universe tentpoles, while using the platform to attract foreign media, international distributors and trade buyers. The lead actors also bridged ancient heritage and modern media through visual cues, with Ranbir Kapoor sporting the Tiranga national colors and Yash wearing a golden Trishul brooch, positioning the film as a representative of India's civilizational narrative.
Speaking the Language
Despite the debate on the presence of a film studio at a fan-first convention, the Ramayana team proved they came fully prepared to speak Comic-Con’s true language: exclusive merchandise. In a brilliant marketing move executed just in time for the launch, attendees were handed an official Ramayana comic book that detailed the narrative arc and explicitly mapped out which actor was playing which character. Beyond the print comic, the team treated guests to premium collectibles, including a tote bag featuring an embroidered bow and arrow, alongside a t-shirt displaying the film’s poster. The centerpiece of this giveaway was a special gift packaged gold-plated shankha, or conch shell, symbolizing the call of Dharma. If the convention crowd was looking for authentic comic lore and physical keep-sakes, the team certainly delivered a masterclass in event branding.
Trailer delayed
Yet despite this impressive physical rollout, the promotional strategy faced immediate friction on the digital front. Instead of showcasing even thirty seconds of actual movie scenes, the presentation relied heavily on a stage dance performance, an odd choice for a project framed as one of India's grandest cinematic events. For a broader audience accustomed to hard footage drops and exclusive teaser reels, the marketing campaign missed a prime opportunity to build sustained online momentum.
International VS Domestic
Beyond the execution choices lies a fundamental question about whether live-action literary epics genuinely belong at a comic convention. The persistent urge to seek Western validation through American fan conventions carries echoes of a colonial hangover. With 1.4 billion people comprising roughly one-fifth of the global population, the Indian domestic market represents a massive audience that demands full focus. Seeking foreign validation makes sense for smaller countries with limited domestic markets, when Indian cinema possesses an unmatched home base.
Organic fit?
Furthermore, Comic-Con was built around the comic book ecosystem, tracing its origins to Marvel, DC and graphic literature transitioning into film. While the release of a custom comic book and specialized merchandise bridges that gap effectively, bringing a live-action derivative of an ancient epic to San Diego Comic-Con still runs the risk of looking like an expensive exercise in seeking approval from an overseas market, rather than simply letting the film conquer its massive domestic fanbase first.
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