‘Chennai Express’ has released. Its promotion is now in the last leg. Over the past one month, Shah Rukh Khan’s face must have been plastered everywhere. Be it on television, or on billboards, there was no way one could avoid Shah Rukh Khan and ‘Chennai Express’.

Beside appearing on various TV shows, the film’s producers have also tied in various brands, be it a paint brand like Nerolac, or a jeans brand like Lawman Pg3, or even a TV channel like Aaj Tak! But do these brand associations add any value to the film? Is it advantageous to the brands itself? BusinessOfCinema takes a look.