Director Atlee, most famous for producing humongous blockbusters such as Jawan and Theri, is in the news now outside the silver screen too. The celebrated director has added a new challenge to his credit — directing what is said to be one of India’s costliest advertising campaigns. Atlee is directing a ₹150 crore mega commercial for Ching’s Desi Chinese, infusing a cinematic scale that is seldom witnessed in the advertising space.
The big-star campaign boasts Ranveer Singh, Bobby Deol, and Sreeleela in prominent roles. Directed by Atlee’s high-octane and visually engaging style, the ad film will deliver a spectacle with massy entertainment merged with energetic brand storytelling. With his trademark combination of large-scale visuals, quick-witted narratives, and larger-than-life characters, Atlee will bring the same screen gratification that endeared his movies to become blockbusters.
The shoot purportedly features sophisticated sets, cross-location shooting, and heavy VFX, setting a new benchmark of what Indian brands spend on a campaign. The ₹150 crore budget makes the campaign “one of the biggest ad projects ever undertaken in India,” ranking alongside the scale of mass-market feature films, as per an unbiased report.
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This project also represents Atlee’s first high-profile commercial work since the record-breaking success of Jawan, which became one of the highest-grossing films in India. His partnership with Ching’s Desi Chinese and Ranveer Singh follows the brand’s tradition of zany, high-energy campaigns, but on a much larger ambition scale.
The casting contributes to the buzz. Ranveer Singh, an old Ching’s face, is accompanied by Bobby Deol, basking in the success of his new web series The Ba*ds of Bollywood, and *Sreeleela*, one of the most rapidly emerging stars from the South Indian film sector. Their on-screen pairing is likely to add more mass appeal to the campaign among varied audiences.
By combining cinematic narrative with brand imagination, the campaign has the potential to revolutionize Indian advertising, establishing new benchmarks for scale, star value, and delivery. Industry professionals as well as fans cannot wait for its roll-out, potentially opening up a new age of blockbuster-marketing in India.
