Hindi
Usha International associates with YRF’s Sui Dhaaga – Made in India
MUMBAI: Usha International, one of India’s leading household consumer durables company, proudly announces its association with Sui Dhaaga – Made In India produced by Yash Raj Films and starring Bollywood heartthrobs Varun Dhawan and Anushka Sharma. As the pioneers of sewing machines in India when they started in 1936, Usha International is today a leading sewing machine brand in India and offers a range of technologically advanced solutions to cater to a wide variety of sewing needs.
Sui Dhaaga – Made in India celebrates and is aligned with Usha’s philosophy of swadeshi and ‘Make in India’ through the heart-warming story of Mauji (Varun Dhawan) and Mamta (Anushka Sharma). The film showcases their passion and talent which progresses in life and creates a fashion label Sui Dhaaga – Made In India, reinforcing the fact that sewing in deeply entrenched across classes and masses in India and has the potential to bring about impactful socio-economic change in the lives of people who use it to further their passion and creativity. Usha sewing machines are an integral part of the film both visually and thematically.
Usha has been promoting sewing in India for decades inspiring people to create, innovate, and experience the joy of sewing. Associating with a film like Sui Dhaaga – Made In India that highlights the struggles of the marginalized and creative people, underscores Usha’s commitment to partnering with initiatives that focus on empowerment and showcase how sewing can be a game-changer that can potentially transform lives.
Talking about the association, Mr. Harvinder Singh, President – Sewing Machines & Appliances, Usha International Ltd, said, “Usha is very proud to be associated with Sui Dhaaga – Made In India, a film that celebrates the entrepreneurial spirit that exists across India. The movie is in perfect synergy with our philosophy that sewing is a skill that anyone can learn and use to elevate their quality of life, and also serves as a powerful tool to mainstream the marginalized. We are definitely looking at this association to connect with the masses and bring to life the joy that comes with unleashing one’s creativity using a sewing machine and, of course, the potential economic benefits that follow. It could be a person in a small town who wants financial independence or then a corporate leader who wants a creative outlet.”
Manan Mehta, Vice President – Marketing & Merchandising, from Yash Raj Films said, “Unarguably, Usha is synonymous with sewing machines in India for over eight decades so it was a win-win situation for both of us. Am happy to have Usha partner us in the co-marketing journey of Sui Dhaaga – Made In India. With innovative ideas for co-promoting the agenda of self- reliance and dignity of labour, Usha along with Sui Dhaaga – Made In India will endeavour to spread this message as far and wide as possible.”
Usha’s association with Sui Dhaaga – Made In India goes beyond the in-film placements and the co-branded communication – there is a whole slew of on-ground and online activities and competitions in the pipeline with thousands of prizes to be won.
Contests for consumers and dealers will begin soon and lucky winners can win prizes that range from an invite to the meet-and-greet with Varun and Anushka to sewing machines. To know all about the contests and win exciting prizes follow us on #ushasew.
Hindi
Dhurandhar 2 hit by YouTube leak amid record box office run
Cam-rip surfaces online but blockbuster streak continues at record pace
MUMBAI: It has been a dramatic week for Dhurandhar: The Revenge. Even as the espionage thriller smashes box office records, a piracy scare briefly threatened to steal its thunder after a full-length version surfaced on YouTube.
The leak emerged on March 30 via a channel titled “A2z movie”, which uploaded what appeared to be a cam-recorded print of the film. Clocking in at nearly three hours and 49 minutes, the footage was reportedly blurry but complete enough to spark spoilers and fan outrage online.
Soon after, users on X began flagging the issue, explicitly naming the “A2z movie” channel in their posts while tagging the film’s makers and urging swift legal action. Fans of director Aditya Dhar and lead star Ranveer Singh were particularly vocal, helping the issue gain rapid traction.
Within hours, the video was taken down, likely through a mix of platform detection systems and intervention by producers Jio Studios and B62 Studios.
Despite the leak, the film’s theatrical run remains virtually unshaken. As of March 31, the sequel has raked in an estimated Rs 872.17 crore net in India, with worldwide collections soaring to Rs 1,392.23 crore. Its Hindi opening day alone brought in Rs 102.55 crore, setting a new benchmark.
In a notable milestone, the film has matched Pushpa 2 as the fastest Indian release to cross the Rs 1,000 crore mark globally, achieving the feat in just seven days.
Interestingly, the version leaked online is believed to be an earlier cut. Midway through its theatrical run, the makers issued revised prints after eagle-eyed viewers spotted a fleeting editing error involving a cameraman’s reflection. The corrected version now plays across cinemas, adding an unusual twist to the film’s release journey.
Directed by Aditya Dhar, the high-stakes sequel stars Ranveer Singh alongside Sanjay Dutt, R. Madhavan, Arjun Rampal and Sara Arjun. The film has drawn praise for its scale and action sequences, though some critics have pointed to its intense violence and layered political themes.
For now, piracy may have made noise, but it has not slowed the juggernaut. If anything, the episode underlines the film’s cultural grip, proving that even a leak cannot derail a box office storm already in full force.
