Fahadh Fasil and Sai Pallavi starrer Malayalam film, Athiran (2019) is being dubbed into Telugu as Anukoni Athidhi. The movie is going to premiere on May 28th on Aha Video. The OTT platform has released the teaser of the film and kickstarted the promotions.
The movie is a psycho-thriller and one look at the teaser indicates that it is going to be Sai Pallavi‘s show with the stunning performance of a mentally retarded patient (more of a Psycho). Aha Video is also doing a new experiment with this film. It has partnered with a leading Corporate hospital as the ‘Health Partner’ of the film.
These kinds of partnerships are prevalent in films. Brands try to expand their visibility through films while filmmakers make some money. It looks like Aha Video is doing the same for OTT releases as well. Such an attempt will make content making and content acquisition more affordable for the OTT players. As of now, the OTT platforms are only burning cash to increase their subscriber base without expecting Return on Their Investment. So, such partnerships will give them some breathing space.
Anukondi Athidi is a good deal for the Corporate hospital brand as the film has a connection to the field of medicine. Moreover, Sai Pallavi is a star in Tollywood and Fahadh Fasil is very popular through his dubbing films. Also, he is making his Telugu debut with Allu Arjun’s Pushpa which is being made as a Pan-India film. So, the movie is likely to get good reception.