This is Rajani da!

The release of a new movie of super star from South India, Rajanikanth is a festival; at least in Tamil Nadu and pockets around the world where Tamilians are settled in large numbers.

Kabali, the new Rajani movie is scheduled for a reelase on 22nd July and huge preparations are underway. The Kabali brand has become big and it can be seen in mobile phones, coffee mugs, T-shirts, chocolates and even Kabali action figures. And not to forget, Malaysia based airlines, AirAsia has a Kabali poster decorated airlines. It is running a "Fly like a Superstar", which is the official airline partner for the film, for its passengers flying out of Delhi and Bengaluru. The 'Kabali menu' is made up of food that Rajnikanth enjoys.

Airtel is also offering special "Kabali" recharge packs, 'Kabali' branded SIM packs and popular dialogues and songs from the film as "hello tunes."

Muthoot Fincorp has special silver coins which feature an embossed image of Rajinikanth and will be available at all their branches.

Amazon has a range of Kabali goodies - key chains, wax statues, posters, photographs.

And the biggest marvel about all this branding is that till date, Rajanikanth has not himself endorsed a single product. He has simply never done a single ad campaign unlike the Hindi superstars. This following for Rajani is indeed a phenomenal and does not come anywhere close to what the “Khan” clan enjoys. This is indeed the phenomena – Rajani.