The Kerala Tourism has kick started GKSF on December 1. Kandahar is one of the brands associated with promoting Kerala Tourism's GKSF. A scene from the film has been used for the advertisement, which showcases Mohanlal in military officer's uniform and Bachchan in civilian clothes. It has a tag line "Hold on! I'm coming too"
Now, the ad has hit a controversy in the political arena of Kerala. Earlier, Amitabh Bachchan had agreed to become the brand ambassador of Kerala Tourism. But the CPI(M) government had to drop him after knowing that he had signed a similar contract for Gujarat with the Narendra Modi Government.
However, the GKSF is the biggest shopping festival in Kerala. The fest showcases variety of things across the state. Over 6000 traders had joined the event, which had a turnover of Rs 4000 crore last year. This year, it is expected to increase it by Rs 5000 crore.