Allu Arjun’s Pushpa 2 The Rule ushers in wildfire level of promotions: Is it a one-off or a glimpse into the future?

Manoj Bajpayee once said that the reason for the success of films like KGF and Pushpa is because the audience are searching for heroes that would tell them all is well, and winning in life will happen even for the ones who have hit rock bottom. This level of aspiration was seen in 1970s and 1980s Indian cinema where the heroes were catering to the masses, who are often overlooked as people whose tastes aren’t ‘refined’ enough. However, that was never the case in South cinema where the biggest of stars redefined the term ‘mass’ and made films that catered to everyone. Even when the characters did unimaginable things that defied all known laws of science, it was still a common man doing it. But there was a chasm between these believers, and their matinee idols.

At the turn of the 2010s, Hindi cinema understood the need to bridge this chasm, but the stars continued to remain inaccessible. Yes, they were there on the billboards, the advertisements, the social media campaigns, and of course, on the big screen. But the ‘opportunity’ to see them in flesh and blood was becoming rare for the non-urban audience. 

Here’s the Pushpa 2 Trailer:

Tamil filmmaker Hari, the brain behind films like Singam and Saamy, went to the theatres of Tamil Nadu to promote his film, Yaanai. When asked about the reason behind his action, Hari said, “It is important we let the patrons of the theatre know that our films are reaching them. It is important we respect them as an important stakeholder and urge them to come see our films.” This is an important angle to the debate about watching films in theatres vs watching films on OTT. Of course, it can be argued that the makers make money anyway, and why should the OTT watchers be shamed for watching the films legally on a paid subscription. But before all that, there comes the issue of stars appeasing their audience and not alienating them. 

This is probably why South cinema, especially Telugu films, which ignited the pan-Indian cinema of today, continues to reap rich benefits from this phenomenon. Even though recent blockbusters of Hindi cinema made a lot of money all across the country, it was for their original Hindi versions. Almost every star didn’t consider all markets as equally important. They might have appeared on podcasts, social media reels, YouTube interviews, and even press interactions in select urban cities. But the returns are there for everyone to see. On the contrary, look at what is happening with the likes of Kalki 2898 AD, Devara Part-1, and the upcoming juggernaut, Pushpa 2. 

Posters of Devara, Pushpa 2, Kalki 2898 AD

Pushpa 2: The Rule’s most-recent event happened in Hyderabad with just two days left for the release. But where did they start their promotional campaign? It was in Patna, Bihar. Why should a Telugu film’s trailer be launched in Patna? But seeing the crowd that turned up would have been a massive shot-in-the-arm for whoever devised this strategy. It was a masterstroke. Just a week or so before that Ram Charan and team Game Changer landed in Lucknow to launch the teaser of the Shankar film. The writing was clear on the wall. You want to be a pan-Indian hero, you have to go everywhere to promote your film. You must provide the audience an incentive to come watch your film. And what is that incentive? Respect.

When stars descend to understand the ground reality, the support is massive. Allu Arjun was a bonafide superstar even before Sukumar brought Pushpa into his life. But what he is today has been the dream of many a superstar before him. Many achieved it in varying degrees, but Allu Arjun has blazed an important trail. He is walking on a carefully curated path that suits him like a colourful shirt on the torso of Pushpa. Look at how he changed his demeanour and speeches at every leg of the Pushpa’s promotional drive. Well, Allu Arjun is definitely not the first one to go all guns blazing with pan-Indian promotions. Yes, Yash did something similar with his KGF films, but it is important he is back soon to stay in the national consciousness. He has the stardom, but not the cushion of an Arjun who is more than just Pushpa for his fans outside Telugu cinema. Then, we saw Ram Charan, Jr NTR, and SS Rajamouli do it for RRR. We saw Kamal Haasan do it for Vikram. We saw Suriya and team do it for Kanguva. However, most of them couldn’t really bridge that gap with audiences of those regions. It wasn’t enough to be there, it was important to connect with them. That is why Pushpa 2: The Rule is an important chapter of this changing ecosystem.  

In Patna, Allu Arjun paraphrased the iconic “Jhukega nahi” line, and said he will indeed bow down to the love of the people of Bihar. In Kochi, he called himself ‘Mallu Arjun’ and spoke about how Kerala adopted him as their own, and gave rise to the term ‘Allu Arjun Army’. In Tamil Nadu, he called Chennai his home, and spoke about how he always wanted to do a massive function in the city to keep his connection strong with his home of 21 years. In Mumbai, he spoke about how he wanted to shave his beard off and hug his daughter. In Hyderabad, what transpired between an emotional Allu Arjun and Sukumar put to an end the chatter around their reported tiff. And in each of these events Rashmika Mandanna joined him to say just the right things to cater to each audience. She showcased her Hindi speaking skills, her fashion choices, her emotional side, and even touched upon her relationship status in these events. The makers also brought in Sreeleela for the last leg of the promotions that gave a big boost to the music of the film. It was also beautiful how these whirlwind promotions ensured the audience forgot the skirmishes between the producers and composer Devi Sri Prasad. What was beautiful was how Arjun danced with Rashmika only in Mumbai. What was beautiful was how Arjun danced on stage without being asked to in Chennai. Some might have been spontaneous, and some others might have been orchestrated like it was spontaneous. But make no mistake, everything was carefully planned, curated, and delivered like a boss! 

Thank you cards from Pushpa 2 pre-release events

It was almost like Allu Arjun, Rashmika and team Pushpa anticipated all the questions that might have been asked in individual interviews in each of these regions, and wrapped it all up in a nice bouquet and gave it to the audience. This move might not always work for every film and every actor, but it has definitely worked for Pushpa 2: The Rule and Allu Arjun.

Without giving interviews to the media, be it on YouTube or newspapers, Pushpa 2: The Rule gave its audience an exclusivity that they don’t always get. The people who saw them talk and dance in person were the only ones who got to see it all LIVE. They were the first audience. Whatever got printed, circulated, written online, and shared as YouTube videos were secondary. Imagine that high for an audience who don’t always get to see these stars even this close. 

Allu Arjun and Rashmika Mandanna from promotional campaigns

ALSO READ: Making of Pushpa 2: BTS video reveals the true force behind this mass actioner isn’t Allu Arjun or Fahadh Faasil

Of course, apart from Patna, even team Pushpa 2: The Rule only reached out to the big cities like Mumbai, Chennai, Hyderabad and Kochi, but in a world where stars are increasingly getting elusive, Allu Arjun and Co proved to the world that there is a path that circumvents the middlemen. A path that takes your film directly to the ones that matter the most… The people who would throng the theatres on the opening weekend even if the prices are jacked up. The people who would queue up on Day 1, burst crackers, light lamps, pour milk, and do everything in their power to celebrate their matinee idol.

They might have done it anyway… but why would they put in their hearts and souls in it this time? Because they understand why Pushpa wants to prove to the world that he is not just a fire, but a wildfire… it is all about getting that respect. And when Allu Arjun told Patna that he would bow down to their love and adulation… it wasn’t a dialogue. It was a loud statement. A statement that would find many imitations soon, but that’s okay… because the brand will always belong to Pushpa.