Brands
Brands tap Dhurandhar trend to blend fun with purpose
Viral line evolves into tool for storytelling, sparking meaningful brand conversations
MUMBAI: What began as a fleeting internet moment has turned into something far more enduring. The viral line from Dhurandhar, delivered memorably by Rakesh Bedi, has evolved from a scroll-stopping quip into a cultural shorthand that brands are now using to strike deeper, more meaningful connections.
The phrase may be simple, but its impact has been anything but. In a digital landscape where trends tend to burn bright and fade fast, the Dhurandhar wave has shown unusual staying power by constantly reinventing itself. What started as humour has gradually turned into a flexible storytelling device, allowing brands and institutions to speak with both wit and purpose.
Among the early adopters, Delhi Police stood out for reading the room right. Using the familiar caricature of Jameel Jamali, the force wove in road safety messaging that felt less like a directive and more like a friendly nudge. The tone clicked because it did not try too hard. It simply joined the conversation people were already having.
Healthcare brands have also found a voice within the trend. Emcure Pharmaceuticals Ltd leaned into the emotional resonance of the line to spark dialogue around mental wellbeing. By framing the message in a familiar cultural context, the brand softened what is often seen as a difficult subject, making it more approachable and human.
Meanwhile, PeeSafe took a more playful route, blending product messaging seamlessly into the trend. Its simple, on-point execution worked because it felt natural, not forced, proving that sometimes less really does more.
The trend’s growing footprint is also visible across a wider set of brand and creator-led executions, with multiple interpretations continuing to surface across social media. Recent examples include:
Together, these examples highlight how widely the trend has been adopted, cutting across categories and creative styles while still retaining its core recognisability.
If the Dhurandhar trend reveals anything, it is this. Audiences today are not waiting to be spoken to. They are already talking. The brands that win are those that listen first and then join in with relevance and authenticity.
In a world where attention is fleeting, this kind of cultural fluency does more than cut through the noise. It creates a shared language between brands and consumers, turning momentary virality into something far more lasting.
Among the early adopters, Delhi Police stood out for reading the room right. Using the familiar caricature of Jameel Jamali, the force wove in road safety messaging that felt less like a directive and more like a friendly nudge. The tone clicked because it did not try too hard. It simply joined the conversation people were already having.
Healthcare brands have also found a voice within the trend. Emcure Pharmaceuticals Ltd leaned into the emotional resonance of the line to spark dialogue around mental wellbeing. By framing the message in a familiar cultural context, the brand softened what is often seen as a difficult subject, making it more approachable and human.
Meanwhile, PeeSafe took a more playful route, blending product messaging seamlessly into the trend. Its simple, on-point execution worked because it felt natural, not forced, proving that sometimes less really does more.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
