Ulaganayagan Kamal Hassan, Superstar Rajinikant and thala Ajit are some of the few stars in Kollywood who have stayed away from ads and brand endorsements.

But looks like winds of change are finally blowing. According to media reports Kamal has signed a deal with the prestigious Alliance Media and Entertainment Ltd which is a celebrity sourcing and talent management firm led by its M D Sunil Doshi.

The company handles celebs like Amitabh , Abhishek and Aishwarya apart from S R K , Saif Ali Khan, Kareena , Govinda, and Priyanka Chopra amongst others.

However Kamal is doing this with a benevolent vision in mind, At the Mumbai meeting Kamal disclosed, ‘I look forward to yet another first in my life – that of brand endorsements – and to keep being able to do my bit for society’.

Apparently the money raised would go towards fulfilling his charitable visions. Said Sunil Doshi explaining the concept, ‘Kamal has certain plans for his work in social service but is unwilling to rely on external sources of funding those plans. Therefore he feels that endorsements with leading brands that have a strong commitment to society and causes would be an appropriate and independent means of fulfilling his vision. He is known for his ideals and vision and we shall advise him to pick a brand that fits with his values and stature"