Pushpa 2: The Rule was 2024’s highest-grossing film, with a gross box office of Rs 1,403 crore. According to
Ormax Media, its dubbed Hindi version collected Rs 889 crore, setting a new record as the highest-grossing
‘Hindi’ film of all time. The Cinema AdEx on the back of Pushpa 2: The Rule were in the range of Rs 100 crore. In
the post-pandemic world, it’s the biggest success story for a movie in India – with Allu Arjun becoming one of the
biggest pan-India stars.
According to sources, the success of Pushpa accelerated Allu Arjun’s endorsement fee from Rs 35 lakh to about Rs 4 to 6 crore per day. Brands are willing to pay a premium to ensure he is a part of major pan-India campaigns even if it means stretching the budget, industry experts say. “When an actor is trending nationwide, brands don’t want to miss out, even if it means adjusting budgets on the fly,” shares an industry observer.
The TIARA South Research Report 2023 lists Bunny, Mallu Arjun, Dancing Dynamite, Stylish Star and Icon Staar as some of the titles Allu Arjun is associated with. “A child artist from the film Vijetha in 1985 to the magnum opus Pushpa, Allu Arjun’s stardom is well-established. His signature dance moves earned him a place on the covers of international magazines. The film broke the Rs 100 crore mark in the Hindi belt, and netted over Rs.300 crores worldwide,” the report read, describing the beginning of his stardom.
According to Qoruz, Allu Arjun commands a large following with a strong male-dominated audience. His influence extends beyond South India, with a significant following from Maharashtra. Allu Arjun’s follower base on Instagram too aligns closely with his brand persona, dominated by a young, predominantly male demographic based in India.
About 49% of his Instagram audience is aged between 25 and 34 years. Around the release of Pushpa 2: The Rule, Allu Arjun gained 4 million followers in 30 days! “This demographic profile highlights the strong regional and youth-centric appeal of Allu Arjun, positioning him as a strategic choice for brands targeting Indian audiences, particularly in metropolitan areas and youth-focused industries,” the Qoruz report states.
“Allu Arjun is a phenomenon. His popularity is driven by his extraordinary screen presence, the carefully chosen characters he plays and the roles he essays,” says Dr Sandeep Goyal, the Chairman of Rediffusion. His rise as a national icon has been propelled by the massive success of his films, particularly Pushpa: The Rise, which struck a chord with audiences across India. With his distinct style, commanding performances, and an ever-growing fan base, Allu Arjun has cemented his place as one of the most bankable stars in Indian cinema today.
“Interestingly, he's even becoming familiar to Bollywood audiences and his fans are no longer restricted by geography Goyal adds, highlighting Allu Arjun’s pan-India charm.
Movie business analyst Atul Mohan shares insights into how this came to be: “Allu Arjun started gaining popularity in the Hindi-speaking belt almost 10-12 years ago.” Dubbed movies on television channels like Star Gold and Sony MAX and YouTube channels like Goldmine played a key role in bringing these movies to the HSM markets like Uttar Pradesh and Bihar. Available free on YouTube, each of these movies has millions of views, significantly expanding its reach and fanbase, he explains.
Allu Arjun became one of Telugu cinema’s biggest stars with Surya The Soldier. Ala Vaikunthapurramuloo was another key movie breaking box office records, giving rise to Allu Arjun, the star. Pushpa: The Rise was released after the lockdown when theatres opened at 50% occupancy. “Initially, the movie was not getting good support from the multiplexes, at least up until its second week in the theatres. Then, the movie became a hit and the rest of the multiplexes joined in the part,” Mohan recalls.
With his movies proving to be blockbusters earning crores at the box office, Allu Arjun became a commercial star within the regional cinema. Pushpa 2: The Rule pushed the folds of his success so much that brands couldn’t consider him a regional star anymore — he was ready to be the face of pan-India campaigns. According to sources, Allu Arjun’s association with Thums Up marked one of the brand’s biggest celebrity endorsement deals ever.
“Post Pushpa 2: The Rule, Allu Arjun’s brand value skyrocketed. A brand like Thums Up, which has Shah Rukh Khan as a brand ambassador played the Allu Arjun ad even in the Hindi-speaking markets. It speaks volumes about his pan-India popularity,” states Madhur Garg, Sr AVP, UFO Moviez, which holds the ad inventory rights for almost 4000 screens in India.
Back when the movie was released in December last year, Pushpa 2: The Rule had garnered unprecedented brand interest. Brands that had booked their in-cinema advertising spots 3 weeks before the release included Pidilite, HUL, P&G, Siyaram’s, Polycab Cables, Tata Motors, Diageo, Shriram Finance, Muthoot Finance, Vijay Sales, Freedom Oil, Joyalukkas, GRT Jewellers and Pothys.
“Allu Arjun’s Pushpa persona has reshaped how brands connect with audiences, blending authenticity with powerful traits like resilience, strength, and unwavering confidence. His iconic ‘Jhukega nahi’ tagline resonates deeply across India, making him a figure of determination and influence. This widespread cultural impact has positioned him as a pan-India icon, ideal for brands targeting both urban and rural markets,” shares Rohit Singh, Associate Account Director, White Rivers Media.
He further lists the brand categories that stand to win big by collaborating with Allu Arjun: “From FMCG to automobiles, luxury lifestyle, and electrical goods, industries are tapping into his ability to represent energy, dependability, and aspiration. His stylish, charismatic image also makes him an excellent fit for premium categories like jewellery and grooming. As his social media influence grows, brands across emerging sectors such as health and wellness are recognising the value of his mass appeal, ensuring impactful collaborations in the future."
Film analyst Mohan highlights that when people start imitating an actor’s style statement, their popularity shoots up and they are fast-tracked on their route to stardom. Pushpa doesn’t bend and people love him for it! “South movies are masala entertainers. There is an emotional story, a relationship — a journey that draws people in. They also have action. You can sit and watch these movies with your family,” he says, sharing insights into the South cinema’s popularity.
This ‘pull’ was well illustrated in a 2017 Sony MAX ad film, Dil Se South. The ad film showed actor Namit Das steadily getting increasingly frustrated through the day, witnessing the injustices of a corrupt world he can’t fix or do anything about. Just as he is about to give up in despair, he is pulled back into a positive reality by the dubbed South Cinema movies. He immediately connects with the stars on the screen and a wave of positivity and hope uplifts his mood instantaneously — helping him end his terrible day on a good note.
The ad’s narrative perfectly encapsulates the rise of Pushpa — and Allu Arjun.
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