When celebrities are criticised for their insensitivity by promoting brands and products which have a debilitating effect on the lives of the majority of the people, an announcement made by the young directors of the Tamil film industry is being greeted for its uniqueness. When the entire state is reeling under severe drought Thirukumaran Entertainment has announced that it in their films they won't use Pepsi and coke products to express solidarity with the farmers and villagers who are fighting drought and the activities of water guzzling soft drink plants.
Kollywood’s ‘new generation’ filmmaker and owner of Thirukumaran Entertainment took to twitter to announce the innovative decision.
Kumar has said that foreign countries have been instrumental in swindling the natural resources and eradicating the identity of Tamils.
Kuma’s films like Attakathi (2012), Pizza (2012) and Soodhu Kavvum (2013) were successful at the box office. He’s working on his directorial debut Mayavan, which has Sundeep Kishan, Lavanya Tripathi and Jackie Shroff in important roles.
The entire state, especially Delta districts, is in the grip of extreme drought due to failure of the monsoon and non release of water from the Cauvery river.