Kaala gets a Twitter emoji, fans divided over 'dark' image

Actor Rajinikanth-starrer Kaala, which is set to hit screens on 7 June, has become the second Tamil film to get an exclusive Twitter emoji. The first Tamil film to get such a Twitter emoji was actor Vijay's Mersal, which stirred up a controversy for its strong dialogues on Digital India and demonetisation.

Superstar Rajinikanth's Kaala, which has been directed by Pa Ranjith and which is being produced by actor Dhanush's Wunderbar Films, has an association with Twitter India for multiple engagements with the platform.

Today, Twitter India launched a custom emoji for the film, using the hashtag #Kaala. The team also seems to have got similar hashtags in Hindi, Tamil and Telugu.

Dhanush's Wunderbar Films, it seems, has signed up for multiple engagements with Twitter for its features like Moments and Periscope Live (using which the team chose to stream the audio launch).

Sources close to the Kaala team say that this kind of a multiple engagement deal with the platform is among the first to be done in South India.

While the team of Kaala is upbeat with the developments, the fans of the superstar seem to be split over the emoji. Some of them have expressed reservations about the emoji, which they say is too dark and does not show Rajinikanth's image clearly.

Some fans are unsure if the emoji was deliberately made dark as the film is about Kaala. They, however, think that it should not have been made so dark as it affects the visibility of the star's picture.

Meanwhile, the team has begun stepping up the film's promotions, with Dhanush announcing that a new trailer would be released this evening.

He tweeted, "Wunderbar films #kaala new trailer will be released today evening at 7 pm .. #thekingarrives #manofmasses #thalaivar #superstar WORLD WIDE RELEASE FROM JUNE 7Th. Mark the date. Keep the leave letters ready."