The role of a social crusader that actor Vijay has donned in Kaththi raised the hackles of many on the Internet on Thursday. They took to social media to point to the contradiction between his on-screen role and his endorsements of Cola brands in real life.
The online activity largely focused on the storyline of the new movie, in which the actor plays the role of an activist taking on a Cola company owner, who wants to tap groundwater from the hero’s village for its business.
A picture, of Mr. Vijay holding a Cola in hand, and carrying information about his contracts with the company went viral on Facebook and Twitter, with users raising the larger question of whether stars should attack products for which they had endorsed in real life. Some even went to the extent of calling it “double standards.”