Emami, the brand partner of Rajinikanth’s Kabali releasing 22nd July 2016


Rajinikanth’s Kabali: The fairness cream manufacturer for men, Emami Ltd, has become the brand partner of the upcoming movie of Rajinikanth. The movie features the story of a don whose role has been played by Rajinikanth. The fans had been waiting eagerly for a long time to see their favourite star on the screen performing.

Check: Sultan Box Office Collection.

The central character of the flick has shown to get toughness from the word ‘Neruppu da’ which simply means ‘Fire’. Kabali is going to change the meaning of Fire for the movie lovers and fans.

The association of Emami has considered the men’s skin as fire-like tough skin which could only be cleaned with Emami’s Fair and Handsome fairness cream. And the theme is ‘Fair and Handsome – Created for the Men of Fire’ designed by McCann.

Emami, brand partner of Rajinikanth's Kabali

Emami, brand partner of Rajinikanth’s Kabali

Rajinikanth’s Kabali

Mohan Goenka, the director of Emami Ltd said, “We pioneered the men’s fairness cream category for the Indian market in 2005.  It is targeted towards young men, who are in the process of transition both personally and professionally and are ready to step out and face the world boldly like Fire. This is akin to Rajinikanth, the biggest superstar, who moves with uber toughness and confidence in the film Kabali. For Fair and Handsome, a leader and pioneer, associating with Super Star Rajinikanth, a leader and pioneer, is a natural fit. Kabali is the most anticipated movie of the year. Through this association we aspire to capture the cultural relevance of the Southern markets to reinforce and strengthen the brand’s strong foundation in the region and reinforce it as a leading brand with the core values of toughness, aspiration and stature.”


The fairness cream company would be supporting the movie though Television, print, and other digital media. Not only this, it will be arranging some special E-commerce offers and in the retail market also. This will be helping both the company and the movie as well. It has also started a new contest which is being shared hugely on social sites with hashtag #BeTheFire in which the 50 winners will get the chance for the invitation to the success party of Kabali.

The procedure for the participation in the contest is that the consumers have to purchase the Fair and Handsome cream. Click a selfie with the same and post it on Facebook or Twitter along with the tag #BeTheFire.


Stay tuned with TCD! for more news.


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