Opulence is the word for many big-budget South Indian films. The scale of their grandeur and the amount of money splurged to achieve the same is so obscene that Bollywood potboilers often pale in comparison. Yet when it comes to promoting these movies in the Hindi market, it is the B-Town celebs that South makers often reach out to in order to pull in big crowds into theatres. From attending trailer launches as chief guest to publicising the film on social media, Bollywood actors help in creating the perfect buzz for South Indian movies among their sizeable fan base.

Karan Johar with SS Rajamouli. Pic/PTI