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
YFLO appoints Tania Nijhawan as president for 2026-27 term
Dentist-entrepreneur to lead women’s body amid rising focus on leadership
NEW DELHI: Young FICCI Ladies Organisation (YFLO), the women’s arm of FICCI, has appointed Tania Nijhawan as its president for the 2026-27 tenure, effective April 2026, at a time when conversations around women’s leadership in India are gaining fresh momentum.
A cosmetic and paediatric dentist with over 15 years of experience, Nijhawan is the founder of Udana Wellness, a multi-speciality clinic in Vasant Vihar known for its focus on advanced treatments and patient-centric care. She also serves as director at Nijhawan Group and is an active investor in start-ups across health, wellness and hospitality, including Nuts For Us.
Her academic credentials include advanced training from global institutions such as New York University, the University of Southern California and University College London, shaping her multidisciplinary approach across dentistry and wellness.
YFLO has long positioned itself as a platform for leadership, entrepreneurship and professional growth, bringing together women across industries to drive dialogue and collaboration. Under Nijhawan’s leadership, the organisation is expected to sharpen its focus on cross-sector engagement and meaningful, future-facing conversations.
Speaking on her appointment, Tania Nijhawan said, “YFLO has always stood for meaningful engagement and forward-thinking dialogue. I look forward to building a platform that not only encourages exchange of ideas but also actively supports emerging voices and creates opportunities for collaboration across sectors.”
She added, “The Women’s Reservation Bill, which seeks to reserve 33% of seats for women in the Lok Sabha and State Legislative Assemblies, is not just a policy shift, it is a generational opportunity. It acknowledges the urgent need for women to have a stronger voice in shaping the nation’s future. True progress lies not just in representation, but in enabling women to lead with agency, confidence and impact.”
As president, Nijhawan will focus on curated programming, high-impact industry conversations and initiatives that bring together women across disciplines. Her theme for the year, “Lead With Your Light,” signals a push towards purpose-led leadership and greater confidence among emerging voices.
Her appointment marks a new chapter for YFLO, one that aims to align leadership, enterprise and policy at a time when women’s voices are increasingly central to India’s growth story.
