Article Today, Mumbai:
A new advertisement has taken the Indian entertainment industry by surprise, not for its concept but for its unprecedented scale. Directed by acclaimed filmmaker Atlee, the commercial for the Chinese brand Ching’s Desi Chinese has reportedly been produced with a staggering Rs.150-crore budget, making it one of the most expensive advertisements ever made in India.
Big Names, Bigger Budget
The commercial features Bollywood star Ranveer Singh in the lead, alongside popular South Indian actress Sreeleela and actor Bobby Deol in special roles. The presence of this star-studded cast, coupled with Atlee’s cinematic direction, has elevated expectations to a cinematic level. Industry sources confirm that the production value, including artist remuneration, grand sets, and extensive VFX work, has contributed to the high cost.
A Visual Spectacle in the Making
According to reports, the project is being treated like a feature film, complete with elaborate sets and visual effects. Insiders describe Atlee’s vision for the ad as a “visual wonder” that aims to blur the line between advertising and cinema. Analysts note that such a large-scale investment indicates a shift in how brands perceive storytelling and audience engagement, particularly targeting the youth market.
Setting New Benchmarks in Advertising
The Rs.150-crore expenditure surpasses the combined budgets of several small feature films. Experts believe this could set a new benchmark for brand promotions in India, encouraging other major companies to invest heavily in high-concept visual campaigns. With Atlee’s cinematic sensibilities and Ranveer Singh’s energetic screen presence, the project is being closely watched across the entertainment and advertising sectors.
Awaiting Release and Reactions
The ad’s release date has not yet been officially announced, but anticipation continues to build. Fans are especially eager to see Sreeleela’s role, which is expected to add regional appeal to the campaign. Meanwhile, Atlee is also working on his upcoming film with Allu Arjun, slated for release in 2027. The filmmaker’s association with such large-scale ventures suggests a growing convergence between mainstream cinema and branded entertainment in India. The forthcoming advertisement is expected to mark a milestone in India’s advertising history — not just for its cost, but for redefining the creative and commercial potential of visual storytelling.
