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Title::madhavan    February::author    Tamil::india    Hindi::movies    Hindu::award    Films::chennai

Other projects Madhavan has enjoyed considerable success as a brand ambassador for a wide range of products in India. His early work involved advertisements for prominent brands like Bajaj, Ponds, Fair and Lovely and TVS, before signing a major endorsing deal with Pepsi and marketing company, IMG.<ref name="img">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> In 2007, Madhavan has endorsed UniverCell, a multi-brand mobile phone retail chain which is owned by UniverCell Telecommunications India Pvt Ltd.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> Madhavan signed a contract with mobile phone network, Airtel for promotions in South India before being promoted as the pan-Indian ambassador for it a year later. His advertisements with Vidya Balan for the brand won critical acclaim, and brought in film offers for the pair.<ref name="airtel">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> In June 2010, marketers from Arun Excello promoted a housing project in Oragadam, Chennai as like a film would be promoted with Madhavan being featured as the face of the project. The teaser advertisement campaign attracted huge curiosity and the project became a success.<ref name="orohiy">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> His long-term work with jewellery, Joy Alukkas, led to the company creating life size wax models of him to place in their showrooms from January 2011.<ref name="wax">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref>

Film and television work

Madhavan has appeared as host for television programmes on Hindi channels, while he has also been a host at film award functions. He was announced as the host of Sony Entertainment Television's Deal Ya No Deal, the Indian version of the American game show Deal Or No Deal, in October 2005. However, Madhavan quit as the lead anchor of the show in January 2006 claiming he was "unhappy with the way the shoot schedules were handled by the production house". According to the actor, when he took on the show, he had "made it clear that he would continue with his South film assignments, and as the show was being filmed in Mumbai, he had found it hard to keep travelling throughout India from Chennai to film the ten days a month he had signed up for". The ever-changing look of the show meant Madhavan had to constantly rehearse. Madhavan added that he was restricted by the producers to spend one day rehearsing technically, which left him with fatigue.<ref name="left">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> Mandira Bedi replaced Madhavan as the anchor in February for Series 2 of the game show. In June 2010, Madhavan made a comeback to the game show format by accepting a contract with Imagine TV's Big Money show, signing on to host a single season.<ref name="left">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> Furthermore, he has been a guest judge, in the Indian television show, Fame Gurukul.<ref name="gurukul">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> Madhavan has also hosted live events, notably the National Film Awards in 2013 with Huma Qureshi. He was also been the host of the 55th Filmfare Awards South in Chennai in 2008 alongside Sindhura Gadde and then also the Vijay Awards in 2013.<ref name="ffhosr">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref>

Madhavan secured the rights to remake his Tamil film Nala Damayanthi into Hindi as Ramji Londonwaley, and played an active role in determining the crew of the movie. Moreover, Madhavan also wrote the dialogues for the film.<ref name="rlpick">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> In October 2007, Madhavan founded the production company, Leukos Films, and consequently bought the rights of his film, Evano Oruvan from producers Abbas-Mustan and K. Sera Sera. Securing sponsorship deals with HSBC and Santoor, Madhavan premiered the film across North America and the Middle East before theatrical release which became the first of its kind promotion in Tamil cinema.<ref name="eoprom"/> However, since the relative failure of the project, Madhavan has downplayed any future involvement in production ventures.<ref name="noprod">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> The film which Madhavan referred to as a "part of his life", saw him write the dialogues for the film along with Seeman, translating lines from the original version in Marathi.<ref name="eolife">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref>

Humanitarian causes

Madhavan, who is a vegetarian, endorses the brand, PETA. Since joining them after starring in his first film, he has appeared voluntarily in several advertisements and released an E-Card for the brand. In July 2006, Madhavan was voted the "cutest male vegetarian" by an online poll conducted by the NGO, People for Ethical Treatment of Animals (PETA), while Kareena Kapoor won the female award respectively. In turn he cited that his success in the competition was due to his "healthy vegetarian diet".<ref name="vege">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> In October 2010, he wrote a letter to the CEO of Kentucky Fried Chicken, on behalf of PETA, urging them to stop mistreatment of birds by the fast-food industry outlets and the killing of animals. He requested the boycott of KFC in India over animal welfare and conditions and was joined by Raveena Tandon and Rakhi Sawant in supporting the work of PETA in India.<ref name="kfc">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> In addition, Madhavan was named PETA India’s 2012 "Person Of The Year."<ref>http://daily.bhaskar.com/article/ENT-peta-chooses-r-madhavan-as-person-of-the-year-4128229-NOR.html</ref>

He has lent his support for the Chennai-based charity, The Banyan, and appeared in the charity musical Netru, Indru, Naalai directed by Mani Ratnam for the cause.<ref name="ninbanyan">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> He appeared as a guest cook and newly launched restaurant in Chennai and cooked dosas for auction for the charity, helping raise forty five thousand rupees.<ref name="cookhelp">{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> He has been a part of an AIDS awareness programme initiated by Richard Gere in India and helped advertise the A Time for Heroes campaign appearing in a short film. Similarly he featured in a four-minute film produced by Agaram Foundation, Herova? Zerova? campaigning for educational awareness alongside Surya, Vijay and Jyothika.<ref>{{#invoke:citation/CS1|citation |CitationClass=news }}</ref><ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> In 2010, along with his cast and crew from 3 Idiots, he helped raise Rs. 2.5 million for the renovation of the school in Leh, which was damaged by flash floods.<ref>{{#invoke:citation/CS1|citation |CitationClass=news }}</ref> Madhavan laid bricks and tiles at the London Business School in July 2011, building a symbolic house to represent the 100,000 houses that will be built in India by 2015 as a part of Habitat for Humanity's campaign to improve substandard houses in India.<ref>{{#invoke:citation/CS1|citation |CitationClass=news }}</ref>


R. Madhavan sections
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