The release of Dhurandhar: The Revenge, aka, Dhurandhar 2, has triggered a surge in cinema-led advertising, with brands deploying integrated marketing activations instead of relying solely on traditional ad spots.
According to UFO Moviez, more than 70 national brands and nearly 400 advertisers have already partnered around the film’s release, spanning sectors such as FMCG, automobiles, BFSI, smartphones, construction, and technology. Leading names include L’Oréal, UltraTech Cement, JSW, Raymond, Mahindra, Adani Wilmar, Samsung, ICICI Bank, Hero MotoCorp, Maruti Suzuki, Bajaj Auto, Emami, Manyavar, and Exide Industries.
In recent past, films like KGF Chapter 2, Pushpa and Kantara have driven similar spikes in cinema advertising demand, and industry observers believe Dhurandhar 2 could match or exceed that trajectory.
Directed by Aditya Dhar, the film released globally on 19 March 2026, coinciding with festive holidays including Eid, Ugadi, and Gudi Padwa.
Early indicators point to a strong box office performance. The film recorded massive advance bookings crossing ₹20 crore+ ahead of release, while paid previews alone generated around ₹43 crore, marking one of the biggest pre-release numbers for an Indian film.
On opening day, the film showed strong traction with collections building rapidly and total earnings (including previews) nearing ₹75 crore, underlining robust audience turnout.
The scale of demand has also pushed exhibitors to increase show counts, some theatres even replaced legacy screenings to accommodate the film, signalling the cultural pull it commands.
D2C beauty brand Swiss Beauty has leaned into a social-first theatre activation, encouraging audiences to spot its ad on the big screen and share it on Instagram for a chance to win hampers worth Rs 5,000. The campaign turns passive viewers into active participants, extending a cinema ad into user-generated content while driving follows, tags, and story shares.
Similarly, Fixderma has placed its Shadow Sunscreen film across 225+ screens in PVR INOX properties across Delhi NCR, Mumbai, and Kolkata for a two-week window, tapping into peak theatre footfalls.
Shaily Mehrotra, Co-Founder of Fixderma, explained, “While routine footfalls may have declined, blockbuster films such as Dhurandar 2 bring back the magic of collective viewing, offering brands a powerful opportunity to connect with audiences in an immersive environment. With our Fixderma shadow Sunscreen film running alongside Dhurandar 2, we are leveraging this heightened attention to build stronger recall and meaningful engagement. Today, it’s not about being present everywhere, but about being present at the right moments.”
Fashion brand Spykar has built a co-branded campaign around its “Daur Apna Hai” platform, aligning with the film’s themes of individuality and youth confidence. The integration aims to cut through clutter and embed the brand within real-time pop culture consumption.
Sanjay Vakharia, CEO, Spykar, said, “As a homegrown denim brand, we’ve always believed in leading from the front. This initiative reflects that a decisive step to claim space in one of the year’s biggest entertainment moments. This is not just a collaboration, it’s a strategic cultural play.”
On the licensing front, AJIO has launched an official “Dhurandhar x AJIO” merchandise line featuring fan-led apparel, including graphic T-shirts signed by Ranveer Singh.
Godrej Enterprises Group has also tapped into the film’s narrative through a co-branded digital campaign, positioning its home lockers as the real “Dhurandhar” of household safety, amplified across YouTube, Connected TV, and Meta platforms.
Speaking on the collaboration, Pushkar Gokhale, Business Head, Security Solutions Business of Godrej Enterprises Group, said, “Dhurandhar: The Revenge as a concept represents strength, resilience, and dependability; values that are deeply embedded in our brand ethos. By collaborating with a cultural moment led by a dynamic personality like Ranveer Singh, we can bring alive the idea that true strength lies in securing what matters most. Our home lockers are designed to be that unwavering protector for Indian households.”
A High-Attention Medium Driving Brand Recall
Industry players say the scale and engagement offered by cinema during blockbuster releases remain unmatched.
“Cinema offers advertisers something very unique, which is a fully captive and highly attentive audience. When people come to watch a blockbuster in theatres, they are completely immersed in the experience, making them far more receptive to brand messaging,” said Sachiin Guptaa, Country Head – Enterprise Business, UFO Moviez India Limited.
He added that such moments help brands deliver stronger storytelling, deeper emotional connections, and higher recall, especially during high-energy releases where audience attention is at its peak.
As audiences return to theatres for large-format spectacles, Dhurandhar 2 is demonstrating how cinema is evolving into a full-funnel marketing channel.
Franchise Boom as Turning Point for Hindi Box Office
From cinema industry front, Karan Taurani, Executive Vice President at Elara Capital, claimed Dhurandhar 2 could mark a watershed moment for Hindi cinema in terms of both scale and structural momentum. He noted that the film, releasing across over 8,000 screens, is expected to deliver ₹1,200–1,300 crore in lifetime domestic collections. The franchise could potentially cross ₹1,500 crore when combined with its first installment.
Taurani highlighted that strong advance bookings of around ₹30 crore, coupled with high recall from the first film, could drive a Day 1 opening of ₹100–110 crore, positioning it among the biggest openers in Indian cinema. He added that the film’s scale signals a broader shift towards big-budget, franchise-led storytelling in Hindi cinema, encouraging producers to invest in tentpole content with global appeal.
He further pointed out that the Hindi box office is entering a new growth cycle, with FY26 collections projected to reach ₹4,900–5,000 crore, reflecting a 20–25% increase over pre-COVID levels. Importantly, Taurani noted that a strong performance by Dhurandhar 2 could help reverse the post-pandemic dominance of regional blockbusters such as KGF Chapter 2, Kantara and RRR, allowing Hindi cinema to regain market share.
He also emphasised that such large-scale releases could aid multiplex recovery, with occupancy levels potentially improving to 80–85% of pre-COVID levels. However, he cautioned that sustained growth will depend on a consistent pipeline of high-quality, big-budget films rather than one-off blockbusters.
From influencer-led theatre activations and merchandise drops to co-branded storytelling and high-impact screen advertising, the film is not just a box office event but a cultural and commercial convergence point.
For brands, it reinforces a clear shift: the biggest entertainment moments are no longer just about visibility, but about participation in culture at scale.
