Rakesh Bedi turns ‘Dhurandhar’ virality into back-to-back brand campaigns

The success and online virality of Dhurandhar has not just elevated its lead cast, but also created new visibility for actors in supporting roles turning them into unlikely faces for brand endorsements.

When Dhurandhar: The Revenge released on March 19, 2026, nobody was expecting its breakout star to be a 71-year-old character actor best known for his comic roles in 1980s Bollywood. But that is exactly what happened.

Rakesh Bedi’s Jameel Jamali character was the classic comic relief, the character who steps in to diffuse intensity with well-timed humour. What followed his appearance, though, was anything but minor. Within days of release, dozens of brands started to release creatives around one of his lines “Mera bacha hai tu.”

Read More: Brands leverage ‘Mera Bacha Hai Tu’ moment from ‘Dhurandhar’

But that is not all, Brands are now featuring Rakesh Bedi in their promotional campaigns.

In a promotional video by Yes Madam, Bedi is shown getting a shoulder massage from the brand’s service professionals. The campaign leans into the widely circulated line “Bacha hai tu mera,” before transitioning into a brand plug, with Bedi saying, “tera stress dur krwadu Yes Madam se.” 

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Renee Cosmetics has taken a more self-aware route. In a video titled “Life after Dhurandhar 2,” the brand plays on the idea that “every Indian brand” currently wants to feature Bedi. His character is reimagined with a twist as Jameel Jamali becomes “Jaan ji” styled in a youthful, fashion-forward look complete with crocs, that contrasts with his original portrayal. 

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Bedi is not the only member of the cast benefiting from the film's success. Arjun Rampal, who plays antagonist Major Iqbal in the film, has been announced as the face of Selected Homme's Spring Summer 2026 campaign, titled The Art of Choosing Well. 

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Saumya Tondon, who played a maternal role in the first Dhurandhar film, carried that identity directly into a brand collaboration with Gritzo India which is a nutritional brand for children. The campaign leaned into the same warmth and protectiveness her character embodied on screen a mother-figure energy that translated naturally into the brand's messaging.

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Actors across the Dhurandhar universe are increasingly being tapped by brands, signalling a shift in how visibility works today. It’s no longer just lead actors driving recall but memorable characters, whether central or supporting, are now equally valuable in marketing.