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FMCG major Emami has made its Fair and Handsome fairness cream a brand partner of Rajinikanth-starrer Kabali . According to Emami Director Mohan Goenka, the association is aimed to capture the cultural relevance of the southern markets.
“For Fair and Handsome, a leader and pioneer, associating with Superstar Rajinikanth, a leader and pioneer, is a natural fit,” he said.
The tie-up will be supported by an integrated co-branding campaign that will include a mix of television, print and digital channels, said a release issued by the company.
A new #BeTheFire contest has been launched, where 50 winners get to attend Kabali ’s success meet.
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