We all knew that 'KABALI' has got some extensive promotions and various brands and corporates were associated with the movie. Mr.Ramanujam Sridhar who is founder and Chief Executive Officer of a brand consulting company said,


"Nowhere in the commercials of such brands, the hero was seen to endorse the product or talks about the product." Most brand owners do prefer Rajini's title Super Star in their commercials. For instance, Cadburys Five Star 'KABALI' commercial ends with tag line 'Super star's 5 Star'.


Air Asia who promoted the movie with the tag, 'Official Airline Partner' announced 'Fly Like a Superstar' for promotion. Even Kerala based company Muthoot Fincorp partnered with the movie to roll out exclusive silver and gold coins with embossed image of Rajinikanth.


But what does 'Fair and Handsome' has to do with 'KABALI' ? In fact 'Kabali' even has songs and dialogues praising his dark skin. How come a fairness cream get associated with Rajini ? So is Rajini misguiding everyone ? Sridhar says that this is a new concept and it is termed as 'Surrogagte endorsement'.



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