From billboards to memes, brands cash in on the ‘Dhurandhar’ buzz

From FMCG to quick commerce and ticketing platforms, the playbook is simple. Ride recall, stay topical, and move fast.

Music label T-Series appears to have triggered the wave with a stylised creative around “Dhurandhar: The Revenge”. The visual leans into the film’s action-heavy aesthetic while using meme-friendly copy like “Bachcha hai tu mera… ye le Dhurandhar.”

This establishes the narrative that other brands are now building on. Dramatic, slightly tongue-in-cheek, and rooted in pop culture timing.

Packaged foods brand Bonn followed with a product-led spin. Its “Zero Maida Atta Bread” creative mirrors the film’s dialogue style while shifting the message to health. “Sehat ka dhurandhar ban jaa.”

The execution shows how legacy FMCG brands are becoming quicker on social, adapting entertainment cues into functional messaging.

Quick commerce platform Blinkit, via its Bistro vertical, extends the trend to OOH. Its billboard reads “Ladies and Gentlemen, you are not ready for this” and positions a mango drink as “the revenge for summer.”

The campaign reflects how digital-first brands are using outdoor media to amplify viral ideas and build recall beyond feeds.

Magicpin taps into the conversation around the film with a billboard that reads, “Propaganda ho ya na ho… hum toh dekhenge!” paired with ticket discounts.

By referencing debate and curiosity, the brand uses FOMO to drive engagement and conversions.

Amul joins in with its signature topical format. “Maska mein hai doodh andar” blends the film’s theme with its butter messaging.

The creative reinforces how legacy brands continue to win at real-time marketing through speed and sharp copy.

What stands out is the speed and spread across categories. “Dhurandhar” has moved beyond film marketing to become a wider advertising hook. Brands are using it to experiment with meme-led storytelling, OOH and social integration, and product messaging tied to pop culture.

In a crowded attention economy, such moments offer instant relevance. The “Dhurandhar” wave shows that when a property breaks into mainstream conversation, brands are quick to participate and shape the narrative.