There isn’t anyone quite like Rajinikanth. A demi-god to half the nation, a superhero to the rest and a flamboyant icon across seas, this legendary Tamil actor needs no introduction to the masses, who have developed a cult following in his name. July 22 has been circled on many calendars, not because it’s a loved one’s birthday or a religious festival, but because it marks Rajini’s new release, Kabali.
As fans across the country wait with barely concealed patience for this upcoming release, brands across the country have learned to monetise on the almost spiritual adoration shown towards their Thalaivar, a name lovingly dedicated to Rajini. According to the official producer of the film, V Creations, promoted by S. Thanu, Kabali has associated with at least six top brands which include AirAsia, Cadbury, 5 Star, Amazon, ShopCJ and Airtel.