The makers of "Kabali" are cashing in on the star power of Rajinikanth by tying up with a series of brands. From associating with an airline to embossing the superstar's image on gold, they are using every opportunity to make sure that the movie reaches the largest section of people.

According to the Hindu, the entire branding of "Kabali" is pegged at Rs. 40 crore. "When I say Rs. 40 crore, it is not the money that comes in or goes out. This is the value of the associations we have with the brands," D Paranthaman, the son of producer Kalaippuli S Thanu, and the Chief Executive Officer of V Creations, told the daily.

Meanwhile, the makers have ordered a first batch of 40,000 dolls, inspired by Rajinikanth's look in "Baasha," from China. They plan to sell one lakh dolls in the coming days. 

"Kabali," which has Radhika Apte in the female lead role, will be released worldwide on July 22. It is an action-thriller set in Malaysia and tells the story of a gangster played by Rajinikanth. The film has been written and directed by Pa Ranjith.

Here is the list of brands associated with the multilingual film:

Brand  Strategy
AirAsia Airline partner AirAsia has planned a special flight from Bengaluru to Chennai for fans to watch the first-day first-show. The aircraft will also feature a livery painting of Rajinikanth.
Airtel Telecom partner Airtel will release "Kabali" SIM cards, special packs and wallpapers. It will run a 3D holographic van around Tamil Nadu for a period of 30 days.
PVR Cinemas  Multiplex partner It will be playing the three versions (Tamil, Telugu and Hindi) of the film in maximum number of screens in their properties across India. PVR also has exclusive rights to sell "Kabali" merchandise at cinema halls and sell digital posters of Rajinikanth with the company's logo. 
Cadbury Food and beverage partner  Cadbury will promote their popular product '5 Star' as 'Superstar's Five Star' and will organise promotional events in Chennai.
Amazon Merchandise partner Amazon will sell a host of merchandise, like key chains, portraits and wax statues, in the name of the superstar.
Muthoot Finance, which will release gold and silver coins embossed with Rajinikanth's image, and VS Hospitals have also tied up with the "Kabali" makers and will be part of the promotional campaign of the movie.