Atlee directs one of the grandest advertising projects in India
Filmmaker Atlee, acknowledged for his blockbuster hits Jawan and Theri, has directed a Rs. 150 crores commercial for Ching’s Desi Chinese. The mega ad film features Ranveer Singh, Sreeleela, and Bobby Deol in leading roles — bringing together an electrifying mix of Bollywood’s most dynamic stars under Atlee’s high-octane direction.
The upcoming campaign is said to be mounted on a cinematic scale rarely seen in the advertising space, complete with elaborate sets, extensive VFX, and a multi-location shoot schedule. The production reportedly aims to blend Atlee’s signature massy storytelling with the quirky, high-energy brand persona that Ching’s Desi Chinese is known for.
As per an independent industry source, this alone makes it one of the biggest ad campaigns ever executed, featuring celebrated stars and a huge budget.
Notedly, this marks Atlee’s first commercial project following the incredible success of Jawan, featuring Shah Rukh Khan and emerged as one of India’s highest-grossing films. His collaboration with Chings and Ranveer Singh — who previously fronted the brand in a series of humorous and action-packed ads — signals a fresh and ambitious phase for the food brand’s marketing.
With the addition of Bobby Deol, currently riding high after his web show The Ba***ds of Bollywood, and Sreeleela, one of South cinema’s fastest-rising stars, the project has already generated massive curiosity. The extravagant campaign is expected to redefine how Indian brands approach advertising — with cinema-scale storytelling meeting brand creativity.
News Edit KV Raman
