In 2000, Tamil lyricist Pa. Vijay wrote a film song “Karuppudhaan enakku pidicha kalaru” (Black is my favourite colour) that immediately struck a chord among Tamilians. The heroine of the film Vetri Kodikattu (‘Fly the victory flag’) sings about why she loves the hero even though he is dark-skinned. The song ends with this punch line: “Our superstar Rajinikanth is also black. Black is indeed beautiful.”