The impact of Dhurandhar 2: The Revenge has gone far beyond the box office. It has entered the advertising playbook. A single line delivered by Rakesh Bedi’s character Jameel Jamali, ‘Bachcha hai tu mera‘, first hit home with the viewers, then landed with the brands.
It’s not just viral. It’s adaptable, making it a plug-and-play template across categories.
From FMCG players to fintech platforms and even government bodies, everyone is eager to ride the wave. Brands like Apsara Ice Creams, Vadilal, Delhi Police, Haldiram’s, CashKaro, T-Series, BookMyShow, and Rajasthan Tourism have all tried to cash in on the trend.
The new wave of campaigns underlines how reactive and quick brand marketing has become. And sometimes, this rush to capitalise on virality often leads to creative fatigue. Not every brand benefits from it.
Both Haldiram’s and CashKaro jumped on the Rakesh Bedi dialogue trend without adding anything of their own. The integration feels forced, almost like ticking a box, which makes it instantly forgettable. There’s no distinct brand voice, just a recycled moment with no real personality.
That said, there are some standout executions. And, the one by the Delhi Police deserves applause. By reworking the line into a road safety message, they wrote, “Helmet pehnega tabhi syana banega, mera bachcha. (Only if you wear a helmet will you be smart)”
This phenomenon also underlines a larger shift.
Cinema is no longer just entertainment. It’s a content engine for brands. The real win for Dhurandhar 2 isn’t just ticket sales, which have crossed Rs 1000 crore; it’s the creation of a cultural shorthand. Something brands can borrow, remix, circulate and keep the film in daily conversations and social media scrolls.
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Cinema-led advertising
The release of Dhurandhar: The Revenge has also sparked a major wave of cinema-led advertising, with brands moving beyond traditional ad spots to adopt integrated, high-impact marketing campaigns.
According to a report in Fortune India, over 70 national brands and nearly 400 advertisers have already aligned with the film’s release. These partnerships span multiple sectors, including FMCG, automobiles, BFSI, smartphones, construction, and technology.
Big names such as L’Oréal, UltraTech Cement, Raymond, Mahindra, Adani Wilmar, Samsung, ICICI Bank, Hero MotoCorp, Maruti Suzuki, Bajaj Auto, Emami, Manyavar, and Exide Industries are some brands which are riding on the Dhurandhar wave.
“Whenever a film like Pathaan, KGF or now Dhurandhar releases, there is a 60 per cent spike in demand from the brands’ side as compared to decent-grossing films like O’Romeo,” film distributor Murli told ThePrint.
Ashish Mishra, spokesperson at Cinepolis, told ThePrint that Dhurandhar: The Revenge’s release week has been “one of the best weeks in terms of advertising” for them.
Mishra said the interval duration has gone up from 10-15 mins to 20-25 mins.
Brands advertising at Cinepolis include Jio Hotstar, Bajaj Electronics, and automobile brands like Maruti Suzuki.
The success of the first film built strong anticipation for the sequel, which in turn drove greater interest from advertisers. The festive release window further reinforced confidence in the film’s potential.
“Brands weren’t speculating. They were confident that Dhurandhar 2 is worth the bet,” he noted.
Mishra added that while big-ticket films like KGF and Jawan typically attract significant brand attention, Pushpa had previously set the benchmark in terms of advertising business.
“Dhurandhar: The Revenge has now surpassed even Pushpa,” he said.
According to Murli, along with a surge in brands reaching out, there is a spike in the price of advertising as well. Theatres are charging more for a slot.
“Roughly by 20 per cent, that is the minimum spike with big films,” he said, adding how the Aditya Dhar directorial has given a “new life” to theatres.
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(Edited by Theres Sudeep)