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Navarasa is co-produced by acclaimed Tamil director Mani Ratnam
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It began streaming on Netflix on Friday
Netflix announced on Friday, August 6, that its Tamil-language anthology web series Navarasa was the latest to be promoted using the iconic light show of Burj Khalifa.
The world’s tallest building has over the years been used to promote quite a few films and film stars from across the world.
The Indian series became latest in the line-up with a three-minute promotional video being shown across Burj Khalifa’s façade on Wednesday.
Navarasa is co-produced by acclaimed Tamil director Mani Ratnam, and began streaming on Netflix on Friday.
Each of its nine parts are based on one of the nine Rasas or expressions: love, laughter, compassion, anger, courage, fear, disgust, wonder or surprise, and peace or tranquility.
Watch the full promotion here:
The only thing on our menu today – #NavarasaOnNetflix #NowStreaming#ManiSir @JayendrasPOV @Suriya_offl @VijaySethuOffl @Actor_Siddharth @thearvindswami @nambiarbejoy @menongautham @karthicknaren_M @karthiksubbaraj @priyadarshandir pic.twitter.com/x5ZiKIls6O
— Netflix India South (@Netflix_INSouth) August 6, 2021
Gulf countries, including the UAE, have a sizeable population of individuals who speak Tamil either as their mother tongue or a second or third language.
The Tamil entertainment industry — including films, TV channels, and OTT content — thus has a sizeable viewership there.
As such, Navarasa is hardly the first Tamil entertainment offering to be promoted on Burj Khalifa. Rajinikanth-starrer 2017 film 2.0, which had music by Oscar-winning composer AR Rahman, was promoted there that year.
More recently, the makers of the Hollywood film Fast and Furious 9 also had the film promoted there in May this year.
Meanwhile, it usually costs AED250,000 (around $68,100) to project a three-minute light show on the Burj Khalifa façade on weekdays any time between 8 pm and 10 pm.
It goes up to AED350,000 (around $95,300) on weekends for the same time frame.