When India Cements Ltd announced that Vijay and Nayanthara are going to be the star ambassadors for Chennai Super Kings, I was hugely surprised by the swiftness, with which India Cements Limited was able to sign two of Kollywood's hottest stars. While some fans talked about huge sums of money exchanging hands, it was a mystery to me. So I did a little big of digging(googling).
Srinivasan's Connection with Vijay and Nayantara:
It came as a surprise to me that N. Srinivasan's daughter Rupa Gurunath is married to Gurunath Meiyappan of AVM family, one of the oldest and leading film and TV serial production houses in the south[Source: ET]. Once I found this connection, everything started falling into place. Viay's next film (under AVM banner) is being produced by AVM Balasubramanian and Gurunath Meiyappan[Source: Hindu]. AVM Balasubramanian, younger brother of AVM Saravanan, is the father of Gurunath Meiyappan. I don't think I have to reveal the final piece of the puzzle - Heroine of Vijay's future film under AVM banner. None other than Nayanthara[Source: oneindia]. The final nail in my research is the confession by Nayanthara in her sify interview that Gurunath Meiyappan contacted her regarding Chennai Super Kings
Chennai Super Kings is the first endorsement done by Nayanthara and Vijay too is known for his rare endorsements. So it can be safely assumed that it was the association with cricket and India Cements Ltd's connection that resulted in the signing rather the huge sums of money. Thanks to Gurunath Meiyappan's connections, Chennai Super Kings is able to employ various Kollywood stars and artists for Chennai Super Kings.
Gurunath Meiyappan on the left