Kamal Hassan to endorse brands only if revenue helps noble cause

In his five decade long career, actor Kamal Hassan has always stayed away from endorsements, but has now hinted at a change of mind, only if revenue from them helps a noble cause.

"This (cinema) industry has given me the confidence that I can sustain a livelihood from its own source of income even during the low-paid days," Kamal, as he is called by his fans, said at a media interaction here.

Stating that brand endorsement had never been his cup of tea, the national award winning actor said he was not tempted to endorse brands even when other actors had spoken in support of them.

"As a matter of policy, I had stayed away from doing advertisements since I cannot endorse a product with which I am not associated with," the veteran actor noted.

However he now seems to have had a change of mind, lending his image for various AIDS-related activities by Tamil Nadu State AIDS Control Society (TANSACS), which had organised the interaction in association with private radio station Hello FM and Population Services International (PSI), an NGO.

The actor, who has interacted with AIDS-affected children and would be sharing his experiences on air through Hello FM as part of a campaign to raise funds for such children, said he may act in advertisement films if revenue from them could be useful for such causes.

"If I can give the entire money (received as wages) with tax free benefits, I can work in advertisement films," he said, even as many younger cinema colleagues, men and women, are brand ambassadors for various local and international brands.

TANSACS project director P Amutha said the prevalence rate of AIDS in the state had dropped from 1.13% in 2003 to 0.2% now and credited the dip to growing awareness and proper treatment facilities offered by the state government.

She lauded the media for playing an active role in disseminating awareness on AIDS and HIV.