Rajnikanth's latest blockbuster movie Kabali went to win over Mumbai through unique out-of-home formats. Mural art on the street walls was painted in various vantage locations like Mahim, Matunga, Lower parel, Juhu etc. The walls became selfie-points of young fans and movie enthusiasts. Along with the wall art, Limousine cars cruised on Mumbai streets with special branding of the star and the movie.

Responsible for the activation, Emraan Kureshi of Active Media Innovations, said, "Kabali, like any other Rajnikanth-starrer movie, is a fan-driven movie. We wanted to focus on the fact that how Rajnikanth is still a mafia when it comes to movie industry. Our activations always encouraged maximum social media generation.”