Brands leverage ‘Mera Bacha Hai Tu’ moment from ‘Dhurandhar’

When one thinks of Dhurandhar, the first thoughts are almost instinctively of Ranveer Singh’s character, high-octane action, sharp dialogues and moments built for impact. But somewhere between the tension and the payoff, another character has quietly taken over social media timelines.

Jameel Jamali, played by Rakesh Bedi, wasn’t introduced as the film’s standout. He was the classic comic relief, the character who steps in to diffuse intensity with well-timed humour. But it’s precisely that positioning, combined with Bedi’s delivery and timing, that has made him one of the most talked-about characters of the film online. What began as light comic relief has now translated into high recall, with his line “mera bacha hai tu” going viral.

Brands Jump On the Jameel Jamali Wave

As Dhurandhar continues to build momentum and conversation online, brands are not letting this viral moment pass. From early memes and film-led creatives to now more focused adaptations, brands are actively participating in the trend.

Most recently, many have hopped onto the Jameel Jamali wave, using the “mera bacha hai tu” line as the central hook. The format is familiar as the dialogue sets up the context, and the brand follows it up with a product plug, service benefit or category-specific twist.

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Have a look:

Jio Studios

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Cash Karo

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Haldiram’s Restaurants

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Before the Jameel Jamli wave brands were cheering for the Dhurandhar: The Revenge release in a different way. Be it in the form of a meme or creative that blends their products or services.

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What makes this trend stand out is how the digital conversation has shifted and has carved out space for a supporting character to take centre stage.