Multiple brands have hijacked the viral success of the character Jameel Jamali from the movie Dhurandhar for their digital campaigns. The physical execution across all participating companies relies entirely on deploying a specific caricature of actor Rakesh Bedi alongside his trademark film dialogue “Baacha hai Tu mera” and “Mere bacche”. Havells Barbeque Nation the ticketing platform My Pee Safe and Wow Momo all utilized the identical visual asset as the centrepiece of their social media push.
Havells adapted the caricature to promote personal grooming products. The ad image shows the character holding a physical trimmer with the explicit text “Baacha hai Tu mera yeh le” and the accompanying line “Take Charge of your Look Yaar”. Barbeque Nation utilized the same visual but altered the physical context by placing the character holding a food skewer. Their text reads “Mere bacche paise mat gin dil kholke kha yahan sab unlimited hai”. Both executions bridge the cinematic persona directly with core product offerings to secure immediate relevance with younger demographics.
A ticketing platform Book my show leveraged the identical visual concept. Their ad features the same caricature holding a smartphone displaying a booking confirmed screen. The text “Bachcha hai tu mera” is positioned prominently followed by “Aaja tera scene set karaadu”. This physical execution shifts the context from physical goods to digital services, positioning the brand as a facilitator of planned entertainment experiences.
Personal hygiene brand Pee Safe joined the trend by placing its toilet seat sanitizer spray directly into the hand of the caricature. The accompanying text reads “Baccha hai Tu Mera Ye le Toilet Seat Sanitizer use kar”. The execution forces an unconventional product into a mainstream pop culture meme to drive awareness. Fast food chain Wow Momo adapted the same template to drive immediate food cravings. Their digital poster shows the character holding a fresh plate of dumplings with the phrase “Bachcha hain tu mera ye le momo kha”.
This wave of executions highlights how brands are moving past expensive official film partnerships in favor of rapid response cultural leveraging. Participating companies are effectively utilizing a universally shared meme format to secure organic reach. The real world impact is immediate brand awareness generated by a shared entertainment obsession. The strategy isolates specific high engagement moments and converts them into direct sales messages without relying on traditional advertising formulas.
