Lights, Camera, Commerce! Rajinikanth and Bachchan unite in branding mega-hit

The sharp dialogues of Andha Kanoon (1983), the captivating strains of Aana Jaana Laga Rahega from Geraftaar (1985), and the vibrant energy of Jumma Chumma De De from Hum (1991) have left an indelible mark on the memories of those who grew up in the '80s and '90s. These films celebrated the artistry of two icons of Indian cinema - Amitabh Bachchan and Rajinikanth - creating a rich tapestry of nostalgia that continues to resonate with fans.

- SHINEJACOB

Come October 10, this cinematic history will be revived as, after a gap of 33 years since the release of Hum, these legends reunite for the fourth time in the Tamil action thriller Vettaiyan. This time, it's not just a celebration for fans but also brands. Companies like Bisleri, Reliance Digital, Samsung, and Mahindra & Mahindra have already partnered with the film's producers to capitalise on the Thalaiva and Big B fever.

In addition, as with any Rajini movie, private companies in Tamil Nadu are offering special screenings and granting employees leave to watch the film during its first week in theatres. "We have already entered into co-branding tie-ups with Bisleri, Reliance Digital, and Samsung. There will also be in-film advertising for Mahindra N Series vehicles," said a senior executive from Lyca Productions, promoted by Sri Lankan Tamil entrepreneur Subaskaran Allirajah.