Director Atlee, most renowned for creating humongous blockbusters such as Jawan and Theri, is in the news now more than ever, outside the silver screen. The acclaimed director has embarked on a new endeavour leading what has been called one of India’s most pricey advertisement campaigns. Atlee is directing a ₹150 crore mega commercial for Ching’s Desi Chinese, offering a cinematic scope hardly ever found in the arena of advertisements.
The celebrity-studded campaign boasts Ranveer Singh, Bobby Deol, and Sreeleela in important roles. With Atlee’s high-energy and visually appealing direction, the ad film promises to deliver a spectacle with massy entertainment mixed with zesty brand storytelling. A master of his own brand of big-screen visuals, pacy narratives, and larger-than-life characters, Atlee looks to bring the same cinematic heft to the campaign as did his films.
The shoot reportedly has complex sets, multiple locations, and heavy VFX, setting a new standard for what Indian brands are willing to spend on advertising. The ₹150 crore budget according to an independent report puts this campaign “among the largest ad projects ever undertaken in India,” on par with the size of mass-market feature films.
This project is also Atlee’s first big commercial endeavor following the record-breaking success of Jawan, which went on to become one of India’s highest grossing films. His partnership with Ching’s Desi Chinese and Ranveer Singh carries forward the brand’s legacy of fun, spirited campaigns to an entirely new level of ambition.
Also Read: Ranveer Singh Brings the Heat with Adrien Brody, Rashid Khan and Badshah at the NBA Abu Dhabi Games
The cast contributes to the frenzy. Ranveer Singh, a well-known Ching’s face for long, is supported by Bobby Deol, who is basking in the glory of his recent web series The Ba*ds of Bollywood, and *Sreeleela*, fastest-growing South Indian film industry star. Their matchup should add to the mass appeal of the campaign among different segments of audiences.
By combining film-telling with brand innovation, this campaign is set to reshape Indian advertising, establishing new benchmarks for scale, star appeal, and execution. Its release is eagerly anticipated by fans and industry experts, who believe it could mark a new age of blockbuster-style marketing in India.
