As anticipation reaches a fever pitch for Pushpa 2: The Rule release on December 5, 2024, the film has already broken a few records off the screen.
Partnering with over 20 leading brands, Pushpa 2 has redefined the concept of movie-brand collaborations, integrating an array of products and campaigns into its storyline and marketing strategy.
Household names like Thumbs Up, Goldmedal, Fanizm, and Astral Pipes have joined the cinematic celebration, alongside brands such as Kajaria, Comfort, and Beardo. Iconic labels like Kalyan Jewellers, Daawat, Dark Fantasy, and Freefire Max add a touch of glamour to the campaign.
The list also includes regional favourites like Kerala Banana Chips and popular consumer choices like Too Yumm!, Greenply, Ambuja Cement, and Wild Stone.
With TVS Raider, JK Tyre, Tata Tea Chakra Gold, Mangaldeep and Real Star, also onboard, Pushpa 2 has cemented its place as a cultural and marketing phenomebeyonon.
From FMCG giants to luxury brands, the diversity and scale of partnerships signify the cultural phenomenon this movie has become. Here’s a look at how these collaborations have been turning Pushpa 2 into a cinematic and commercial movement.
Thums Up
Thums Up launched an adrenaline-packed ad featuring Allu Arjun. The campaign mirrors the fearless energy of Pushpa 2 while leveraging the movie’s star power to boost brand visibility. The teaser, launched earlier this month, cleverly plays on Arjun’s charisma and the high-octane energy associated with Pushpa 2 .
Sunfeast Dark Fantasy
Ahead of the movie’s release, Sunfeast Dark Fantasy has launched limited-edition Pushpa 2 packs featuring an exclusive image of Allu Arjun in his iconic Pushpa avatar. These packs, which blend the world of Pushpa with the indulgence of Dark Fantasy cookies, are set to become a must-have for fans and cookie lovers alike.
In addition to the limited-edition packs, Sunfeast Dark Fantasy has offered an exciting opportunity for Pushpa fans with its ‘Biggest Fan Biggest Fantasy’ contest. Through this unique campaign, five lucky winners will get the chance to meet the superstar Allu Arjun in person. To participate, fans need to take a selfie using a special Augmented Reality (AR) filter on the campaign microsite, share it on their social platforms, and tag the brand for a chance to win exclusive prizes and meet the Pushpa star himself.
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To further celebrate the collaboration, Dark Fantasy organized a grand ‘Fan Rally’ at ICFAI Foundation for Higher Education (IFHE) University in Hyderabad, where over 1000 fans gathered to take part in the event. Fans from across India, including Delhi and Uttar Pradesh, joined in the celebration.
Free Fire Max
Garena announced collaboration between its Free Fire Max and the highly anticipated film Pushpa 2: The Rule.
The partnership introduces a range of exclusive in-game features that immerse players into the Pushpa universe, including character skins reflecting Allu Arjun's iconic style, custom weapon designs inspired by the film's gritty aesthetic and emotes capturing the actor’s signature moves. Players can also enjoy themed vehicle skins, Gloo Walls, and event-specific challenges offering limited-time rewards. The collaboration was teased through a dramatic trailer featuring a jungle chase and the silhouette of Pushpa, heightening excitement for this epic crossover that seamlessly bridges the realms of cinema and gaming.
Tata Tea Chakra Gold
In this captivating ad, Tata Tea Chakra Gold collaborates with superstar Allu Arjun, bringing the signature "Chaman Life" from the Pushpa franchise to life, alongside brand ambassador Rashmika Mandanna.
The ad creatively integrates the essence of Pushpa’s character — a mix of resilience, strength, and determination — through the popular Chaman Shirt Style worn by Allu Arjun’s character. This style has become a symbol of defiance and success within the Pushpa universe, and its presence in the Tata Tea Chakra Gold ad ties perfectly with the campaign's message of "Choice of Success."
Goldmedal Electricals
Goldmedal Electricals, a leading player in India’s Fast Moving Electrical Goods (FMEG) sector, seamlessly integrated its products into Pushpa 2: The Rule . Goldmedal’s collaboration reflects the film’s themes of determination and overcoming challenges. By embedding their products into key scenes, Goldmedal has aimed to strengthen its brand visibility.
Daawat
Daawat rice has equated Pushpa’s rugged appeal with its taste. With a catchy campaign tagline, the brand captured the essence of unstoppable energy. With the tagline, " Pushpa ka swag, Dawat ka taste, jhukega nahi, rukega nahi."
Kalyan Jewellers
Kalyan Jewellers launched an ad campaign for their heritage jewelry line NIMAH , dedicated to Rashmika Mandanna and Kalyani Priyadarshan on their birthdays. The campaign showcases Rashmika dressed in a traditional green saree, adorned with exquisite jewelry, visiting a temple to emphasise the brand’s heritage and cultural significance.
Mangaldeep
Mangaldeep, an agarbatti (incense) brand in India, partnered with Pushpa 2: The Rule as its official devotional partner, highlighting the tagline, "The rule will last long, and the scent will last long." This partnership underscores Mangaldeep’s brand proposition of upholding traditions and enhancing the cultural ambience, aligning with the film’s powerful and lasting impact.
Beardo
Beardo, a prominent men's grooming brand, introduced a collaboration ad featuring Pushpa 2 stars Allu Arjun and Rashmika Mandanna. Known for its range of beard care products, Beardo’s campaign captures the fiery essence of the movie with the tagline, "Hot As Fire." By showcasing the rugged and stylish personality of Pushpa Raj through exclusive, film-inspired grooming products, Beardo has tried to connect with its target audience, emphasizing strength and style.
Beyond Snacks
Beyond Snacks has launched a limited-edition banana chips pack called Flower Nahi Fire Flavour to celebrate their association with Pushpa 2: The Rule . Its campaign features a fiery teaser and pre-order promotion on its website. The Flower Nahi Fire Flavour pack reflects the intense and bold narrative of the movie, while hashtags like #flowernahifireflavour and #Pushpa2 amplify the campaign’s visibility, generating excitement among fans and snack lovers alike.
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