Mumbai: Box office success is no longer the defining factor in film stars' endorsement deals, with advertisers increasingly prioritizing celebrities' meaningful, controversy-free social media presence as a key metric, according to a latest study.

For example, actor Shah Rukh Khan, who did not have a film release in the past three years, is still the country's biggest celebrity by brand valuation, shows the latest brand valuation study of India's top 25 celebrities by financial and risk advisory firm Kroll.

The actor endorsed 30-35 brands in 2025, compared with 25-30 the year before.

He has maintained his endorsement fee at Rs 10 crore per brand between 2024 and 2025, indicating the strength of his brand equity and digital presence.

“Today, box office success is not a key criterion in endorsement deals. Brands focus on the digital presence of stars. This has made social media engagement an important factor in selecting celebrities for endorsement deals," said Umakanta Panigrahi, managing director of Valuation Advisory Services at Kroll.

The rising share of digital endorsement deals has contributed to this trend.

According to Kroll, the share of digital endorsement deals in total endorsement deals has increased to 60-75% from 40-60% over the past two to three years.

Against this backdrop, advertisers are evaluating specific digital parameters of film stars, according to independent brand valuation experts. One of the most important metrics is the net positive sentiment surrounding a celebrity.

“Advertisers look beyond box office success, with digital influence becoming a key consideration. They closely track the net positive sentiment around a film star," said Ajimon Francis, managing director of brand valuation consultancy Brand Finance.

“Today, negative sentiment spreads rapidly online. As a result, stars with a positive or neutral public image continue to attract advertisers regardless of how many films they have released.”

A star's ability to create original content is another factor advertisers consider.

"Advertisers prefer celebrities who create original content, post regularly, and stand for meaningful causes instead of simply reposting others' content. These qualities build trust and strengthen engagement," Francis said.

Advertisers also place equal importance on a star's legacy, with endorsements extending beyond short-term or episodic popularity, according to brand merchandising experts.

"Long-term legacy matters a great deal. Advertisers prefer stars who stay away from controversy and have a strong future film pipeline. Ultimately, endorsements are driven by reputation, relevance and brand fit, not just box office numbers,” said Navin Shah, joint managing director of EMC Solutions Worldwide, a branded entertainment company.

Advertisers also consider the emotions a star evokes, according to influencer marketing companies.

"Advertisers select personalities with unmatched mass appeal who can connect with audiences across generations," said Anirudh Sridharan, cofounder of influencer marketing company HashFame. “Stars fulfil these criteria. They represent memories, emotions and nostalgia, reminding people of different phases of their lives. These qualities help them continue to attract endorsements even after their peak years.”

According to the study, Ranveer Singh was the second most valuable celebrity by brand valuation in 2025, followed by Alia Bhatt and Deepika Padukone. Among sportspersons, Virat Kohli and Sachin Tendulkar were the top two most valuable celebrities.

There are four clear trends emerged from the study.

“The first trend is legacy icons such as Shah Rukh Khan, Sachin Tendulkar and M S Dhoni continue to command a premium because they enjoy trust, familiarity and recognition across generations. Their appeal goes well beyond their current professional achievements. They are valuable brands even years after their peak. The second trend is female celebrities are growing much faster than their male counterparts in brand valuation. Nearly half of the top 25 most valuable celebrities are now women. Women stars are increasing both their endorsement portfolios and brand value,” said Umakanta Panigrahi, Managing Director, Valuation Advisory Services, Kroll.

“The third trend is about Southern stars becoming national brands. Celebrities such as Rashmika Mandanna and Samantha Ruth Prabhu have significantly improved their rankings because of their growing pan-India appeal. Finally, younger Bollywood stars are also rapidly building their endorsement businesses through strong engagement with Gen Z audiences. Ananya Panday and Janhvi Kapoor have recorded notable growth in brand value,” he added.

These trends reinforce the point that box office success alone does not determine a celebrity’s brand value. Long-term relevance, cross-generational appeal and meaningful engagement with fans particularly on digital platforms are becoming equally important drivers of commercial success.

The representation of women in Telugu cinema has often been a topic of discourse, and last month it was highlighted again with actor Janhvi Kapoor’s portrayal in Peddi being called out for objectification. Amid this came a female-led action film, Samantha Ruth Prabhu-starrer Maa Inti Bangaaram, which became a box office success, and has collected Rs. 95 crore worldwide since release.

While Maa Inti Bangaaram isn’t the norm but an exception in Telugu cinema these days, director B V Nandini Reddy says change in the industry will come only when it first reaches the audience. She also says her film’s box-office performance is a reminder to Tollywood that women-led films work.

When asked Nandini where the change needs to come from to better represent women in Telugu cinema, her answer is quick. Her solution lies with the audience changing first. “I think it needs to come from the audience. From the films they choose to watch, the films they choose to make successful. That itself sends a message which is loud and clear. It’s the biggest harbinger of change,” she says.

“I keep telling women. If you don’t like what you’re seeing, then when you see something you like, ensure that other people go and watch it. The audience also has to make the effort to go watch the films they like only in theatres. It’s the only way to get better films,” explains Nandini, adding, “When it starts with the audience, then of course the filmmakers will listen. It’s a business at the end of the day, and you have to listen to the customer.”

Nandini says Maa Inti Bangaaram has brought women back to the theatres because it made them feel seen. “It has put out the question that there is a large section of the audience you’re not catering to. You’re not telling stories that matter to them,” explains the filmmaker, adding, “If you add this crowd to an already existing male audience for male-centric films, imagine the numbers now. The industry keeps saying we lost the audience there. But no, they’re there, waiting.”

The filmmaker also brings up Barbie as an example of how a woman-centric film can do wonders at the box office. “Samantha always said Barbie did so well because the women came out to watch it. And that’s the audience we targeted with Maa Inti Bangaaram. Numbers are numbers, but I think we did something right because women across age groups have turned up at the theatres to have fun,” she rounds off.

Maa Inti Bangaaram was released in theatres on June 19 and has since grossed over Rs. 95 crore worldwide, a record for a female-led Telugu film. Peddi, which was released on June 4, has grossed over Rs. 340 crore.

When director B V Nandini Reddy first heard Maa Inti Bangaaram’s story, she wrote a three-digit number on a board as her prediction for the film’s box office collection. A fortnight into the Samantha Ruth Prabhu-starrer’s release, it has reportedly earned over Rs 80 crore worldwide. “I told everyone we could get this number,” recalled Reddy, happy that the action comedy is nearing that number.

Maa Inti Bangaaram has already hit a milestone — it has become the highest grossing female-led movie in Telugu cinema. For that, Reddy credits her leading lady’s range as a performer, especially her action prowess.

“In the [past few years], Samantha added action to her arsenal through The Family Man 2 [2021] and Citadel: Honey Bunny [2024]. Now, she is ready for the next jump to big-league commercial cinema. I’ve been teasing her, saying, ‘When are you doing the next Marvel film?’ The coolness with which she does action is superb,” shared the director.

To Reddy, the bigger success is that she was able to deliver a film befitting her lead’s immense popularity. “She is great at comedy, dances well, does action like any cool male star. In the promotions, I kept telling [her fans], ‘Whatever you love of Sam, we will deliver 10x of it.’”

The film is also special to Prabhu as she shot it during her pregnancy — something that the director learnt only after the first day of a dance number shoot. “That day, Sam was a little unwell and came late, which is unlike her. The next day, I asked her, ‘Were you running a fever?’ There was a moment of silence before she said, ‘I’m pregnant.’ I was [ecstatic]. The baby is a part of this celebration.”

With the success of Maa Inti Bangaaram and motherhood on the horizon, actor Samantha says she is stepping into her maternity break with a sense of fulfilment rather than urgency: “I am taking my maternity break on a professional high. It’s time to soak it all in and I’ll be back when I’m back. I want my return to be with something big.”

The actor, who is expecting her first child with filmmaker Raj Nidimoru, adds that she has no fixed timeline for returning to work. “I’m not putting that pressure on myself. I’m not running any race or pressed for time. I’ll see how it goes.”

The success of her latest female-led commercial action entertainer has also brought her a newfound calm. “I hadn’t had a theatrical release in three years, so there was naturally pressure. But now I feel much calmer. I’ve realized I don’t need to keep delivering films back-to-back. Whenever I do release a film, I just want it to be worthwhile.”

Working with husband Raj, who served as the film’s creator and stunt director, also helped her push herself as an action star. “He knows my strengths and weaknesses because he introduced me to action with The Family Man 2. The biggest challenge this time was handling guns and doing action in sarees, which gave it a fresh flavour.”

One reaction, she admits, surprised her the most: “I assumed older women would talk about the family drama or comedy. Instead, women in sarees came up to me saying they loved the action. That was a really special feeling.”

Despite the film finding audiences beyond Telugu-speaking regions, Samantha insists it was never conceived as a pan-India project. She says, “We wanted to make a good Telugu film first. It’s rooted in Telugu nostalgia and history, so it didn’t feel right to force it on a wider audience... Now that we know we’ve struck a chord, maybe the next project can be more ambitious and travel pan-India.”

Samantha is embracing a season of new beginnings after a transformative chapter in her life. Diagnosed with myositis in 2022, the autoimmune condition compelled the actress to slow down, reassess her priorities and rebuild both personally and professionally. Fresh off the release of Maa Inti Bangaram, which marks her return to the big screen after a three-year hiatus, Samantha reflects on living with myositis, the lessons it taught her and a new personal milestone — expecting her first child with filmmaker husband Raj Nidimoru.

Samantha says life after myositis has fundamentally altered her relationship with work and with her own body. “Everyday I wake up and pray that there is no trigger and that I have the energy and strength to shoot through the day. There is this tiny fear about not having enough energy to make it through the day. When I was first offered Maa Inti Bangaram, I was petrified. I didn’t know if I would be able to do it or if my body would allow it. When you have certain restrictions and constraints, you make the most of every single day.”

Crediting Raj for the film’s success, she adds, “If today this is being called my film, it is because Raj crafted and created the story to fit my strengths and help me shine.”

While she is high on the success of her recent release, what is occupying her mind space now is her pregnancy. She confirms that she is preparing to step away from work for a while. “This is a really great phase of my life and I’m looking forward to a maternity break.”

She adds, “While I might not be seen on screen for a while, I have many films to produce and other businesses that I need to take care of. So in that sense, I’m not entirely taking a break from work.”

In a recent interview, Samantha also reflected on how fame and success once changed her, admitting that she had become “egoistic” at a certain point in her career. Her battle with myositis and the forced pause that followed, helped her get a fresh perspective.

“In this industry, you can be down in the dumps one day and on top of the world another day. So it is very important to remember the days — the good days and the dark days — while you bask in this success. Remember how hard it has been to get there and remember it can also go all away one Friday. For me, the success and validation that has come with this film has given me renewed strength to keep going forward.”

Actor Samantha Ruth Prabhu is expecting her first child with filmmaker-husband Raj Nidimoru. The news comes a little over six months after the pair tied the knot in an intimate ceremony in Coimbatore.

An insider source tells HT City, “Yes, it is true. The couple is truly delighted about this new beginning, and they will make an announcement in some time.”

The buzz began Saturday evening after videos from the success celebrations of Samantha’s latest film, Maa Inti Bangaaram, surfaced on social media. Dressed in a fitted T-shirt and denims (see right), the actor sparked pregnancy speculation, prompting us to reach out to sources, who confirmed the news.

Both Samantha and Raj were previously married before tying the knot in December 2025. Samantha was earlier married to actor Naga Chaitanya, while Raj was married to Shhyamali De.

Samantha and Raj got married on December 1, 2025, at the Linga Bhairavi temple within the Isha Yoga Centre in Coimbatore. The private ceremony was attended by close family members and friends, with the couple choosing to keep celebrations low-key. Pictures from the wedding were later shared online, confirming months of speculation about their relationship.

The couple first collaborated professionally while working on projects such as The Family Man and later Citadel: Honey Bunny. Over time, reports of a growing bond between the actor and filmmaker surfaced, though both remained guarded.

The pregnancy news arrives during a busy phase in Samantha's career. Her latest, Maa Inti Bangaaram has opened to good reviews.

All eyes are on Dil Raju’s upcoming production that is rumoured to star Salman Khan. Even as reports suggest that the yet-untitled film may see Khan sharing screen space with Nayanthara for the first time, we might see the superstar in another fresh pairing, courtesy filmmaker duo Raj Nidimoru and Krishna DK, better known as Raj-DK.

Last week, mid-day reported that the actor is in early discussions with Raj-DK for a superhero film (A retiring superhero, March 6). Now, sources have revealed that Samantha Ruth Prabhu, who featured in the filmmaker duo’s second season of ‘The Family Man’, is the frontrunner for the movie.

“Samantha is very much in the conversation. She shares a strong creative equation with the makers, and they feel she fits the part,” said the source. The producers are aiming to take the project on floors by August. 

Before facing the camera with Prabhu, Khan will kick off Raju’s production that is being helmed by Telugu film director Vamshi Paidipally. Another source shared, “Nayanthara has emerged as the frontrunner for the female lead, though talks are ongoing. It will be a pan-India action entertainer, and should roll by April.”

On Sunday, actor Samantha Ruth Prabhu’s security were forced to create a human chain around her, after fans broke barricades to click a selfie with her at a store inauguration in Hyderabad. Last Wednesday, Hyderabad Police booked a mall and the event’s organizers after actor Nidhhi Agerwal was mobbed and manhandled by fans while trying to leave the venue. On November 30, actor Dhanush had to step in to save his co-star Kriti Sanon from being mobbed by an overenthusiastic crowd at a screening of their film in Mumbai.

The list of celebrities being mobbed seems to keep growing, with negligence being highlighted.

So, why do such lapses happen, despite the organizers having prior knowledge about the presence of public figures and anticipation of a large crowd? Security experts and industry insiders weigh in on the concerning issue.

At events like in colleges, we employ 20 bouncers, but the numbers don’t matter as much as smartness. Once the celeb is on stage, we never disclose their exit venue, or else people start crowding the gates. That seems to be what happened in recent cases.

I visit the event location to figure out security and do recce myself. There’s always plan A and a secret plan B for situations like mobbing. With female celebs especially, zyaada dhyaan rakhna padta hai.

The only issue here is that people try to save a little money. And security is about brains more than brawn. With female celebs, it is trickier, not just in India but worldwide. The negative intentions of some people towards a female star is more.

In 2013 in Gurugram, I had to literally run away with hundreds chasing me. Such incidents are traumatising. It comes as a part of the profession, but it is scary and affects you for years. I am not saying organisers don’t do their bit, but then things go out of hand.

On Monday, actor Samantha Ruth Prabhu put all speculation about her relationship to rest by sharing her wedding photos with filmmaker Raj Nidimoru, one half of the acclaimed director duo Raj & DK, confirming their intimate ceremony at the Ling Bhairavi Temple inside the Isha Yoga Centre, Coimbatore.

The actor posted a series of images on Instagram in the afternoon, offering the first official glimpse of the wedding that took place earlier that morning. In the photos, Samantha is seen wearing a red Banarasi saree by designer Arpita Mehta, while Raj opted for a kurta pyjama with jacket by Tarun Tahiliani.

Sources tell HT City that the ceremony was “attended by around 30 close friends and family members,” in keeping with the spiritual, low-key setting of the venue. The source also adds that the actor “has been staying at Isha Foundation for three days”.

The announcement comes after a night of intense online buzz, fuelled partly by a cryptic Instagram Story shared by Raj’s ex-wife, Sshyamali De, who wrote, “Desperate people do desperate things.” The timing sent rumours spiralling, especially since the couple had maintained silence.

Speculation about Samantha and Raj’s relationship had been building through 2024, strengthened by their work together on projects under the Raj & DK banner and the actor’s increasingly candid social-media posts with him. Neither had publicly acknowledged the relationship until Monday’s announcement.

This marks Samantha’s second marriage; she previously wed actor Naga Chaitanya in 2017 before their separation in 2021. Raj reportedly finalised his divorce in 2022. HTC

Abhilasha Bhandari of Abhilasha Pret Jewellery decodes: “Samantha wore a beautiful diamond ring featuring the rare and exquisite portrait cut — a very thin, flat diamond with a large top surface and almost no depth. This historic cut was originally used in Mughal-era jewellery to cover miniature paintings and royal portraits, which is how it earned the name portrait cut.” Interestingly, she has been wearing the ring since February!

Actor Samantha got candid about living with myositis, a rare autoimmune condition, at the All India Management Association’s 52nd National Management Convention in Delhi on Tuesday, saying it has reshaped her life and priorities. The 38-year-old asserted that she’s putting her health over her career and is no longer interested in the rat race.

“The previous version of me probably had five films releasing in a year because that was the symbol of a successful actor… You needed to have five films, a big blockbuster, and you had to be on the list of top 10 actors. That was needed to be endorsing the biggest multinational brands. Today, I haven’t had a film release in two years, and I am not on any lists. I don’t have any Rs. 1,000-crore film, but I am the happiest I have ever been,” she said.

This shift has also changed how Samantha approaches brand endorsements. “I don’t endorse any of the big brands I used to as a symbol of status. In return, I invested in brands that I believe to be clean, transparent and effective, because I believe this is what I leave behind,” she explained.

“I was so fragile,” Samantha admitted, as she reflected on how the pressures of a competitive industry triggered constant anxiety, adding, “Every Friday would change and give me anxiety that someone will claim my position tomorrow, that I would be replaced. My whole self-worth was based on the calculator of that Friday.”

Making small but meaningful changes to her life has been helpful. She said, “Keeping a gratitude journal for one year changed my whole personality. From someone who was always looking for what’s going to go wrong, always fearing how I am going to mess up… If there was success, I would forget it the next day, but failure would stay for a long time. A year later, today, my whole attitude towards failure and hiccups has changed.”

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A lot of my fans follow me for the glamorous life and movies that I do. But through my podcast, they also consume information on health. God forbid they need it one day, they will know where to go for it.

In February, mid-day had reported that Rakt Bramhand’s shoot had hit a roadblock, with creators Raj Nidimoru and Krishna DK hitting pause on one of its schedules (Hold the bugle call, Feb 15). Since then, there has been ambiguity about the Netflix series’ status, with rumours suggesting it has been delayed, and shelved even. As we recently caught up with Ali Fazal, who plays one of the leads alongside Aditya Roy Kapur and Samantha Ruth Prabhu, we asked him what’s happening on the series.

“I honestly don’t know what’s happening on that one. I wish I knew,” he said.

All eyes have been on Rakt Bramhand since it rolled in August 2024 as it is among the most ambitious Indian originals from the streaming giant. Directed by Rahi Anil Barve, the fantasy drama reportedly revolves around warring kingdoms.

Fazal added, “I know the show was on hold. Adi [Aditya] and I were doing it together. We met now again during Metro...In Dino’s promotions. It has been a couple of months since I last shot for it. Then I had to cut my hair because I had to shoot for something else.”

Fazal is currently filming his next series, titled Ranga Billa, co-starring Sonali Bendre.

While Adarsh Gourav built his career in Hindi and international projects, his heart has always held a quiet connection to Andhra Pradesh, where his family comes from. Now, with his first Telugu film underway, that bond finally finds expression onscreen. As he shoots for his Tollywood debut in Hyderabad, the White Tiger actor opened up to Hyderabad Times what this journey means to him, the joy of rediscovering his Telugu roots, and his desire to become a director.

Born Adarsh Gourav Bhagavatula in Jamshedpur, the actor comes from a Telugu-speaking household. “Both my parents have roots in Andhra — my dad is from a village near Srikakulam and my maternal grandfather is from near Vizianagaram. It was a rule to speak in Telugu at home,” he shares. “It’s our mother tongue, and my parents made sure I learned it properly from a young age.”

Despite a tight six-day-a-week shoot schedule, Adarsh says Hyderabad has already left a lasting impression. “There wasn’t much time to explore, but the food instantly made me feel at home,” he smiles. “I love Andhra food — pappus, chutneys, kuras, vankai kura, bendakaya kura. It all reminded me of eating at home.”

But it’s more than just food and familiarity with the language. “What’s unique about Hyderabad is how much people love cinema. You’ll find doctors, architects, people from different walks of life trying their hand at filmmaking. That’s really special.”

Adarsh isn’t one to restrict himself by language or geography. He’s currently learning Malayalam and hopes to work in Tamil cinema too. “Wherever there are authentic stories, I want to be a part of them. Language is secondary as long as the story resonates.”

His Telugu debut, he says, has been a point of pride for his entire family. “Over the years, my father’s family in Hyderabad and Visakhapatnam would often ask me when I’d do a Telugu film. I’m finally able to show them something in our own language.”

Adarsh’s portrayal of Jugnu, a trans character, in Guns & Gulaabs was a turning point in his career. “I definitely felt the gaze towards me had shifted,” he reflects.

“It gave me a chance to empathize with what it’s like to transition later in life and the kind of strength it takes.” He adds, “We need to build more sensitivity around the trans community. Live and let live — why would anyone take someone else’s truth as a personal problem?”

In Aanand L Rai’s upcoming Tu Ya Main, Adarsh will be seen in a completely new avatar — as a rapper. “It’s a creature feature, and Shanaya (Kapoor) is my co-actor. It’s a genre I’ve never explored before.” 

He also stars in Alien, a sci-fi show by Noah Hawley. “I was never into sci-fi before, but now I’ve completely switched sides. We shot in Thailand for six months alongside The White Lotus team. It was one of the most enriching experiences I’ve had.”

Looking ahead, Adarsh has his sights on directing. “I want to venture into filmmaking in my 30s. My first film might be a satire-drama. I think horror is very difficult to do well, and I’m not ready for that just yet. But I do have many stories in me and I’m excited to tell them.”

Though Adarsh had harboured a desire to work in Telugu films for a while, he wasn’t sure how to break into the industry. A chance conversation with actor Samantha Ruth Prabhu at the Citadel success party changed that. “I told her that I wanted to work in Telugu cinema and she connected me with Himank Reddy, who took me around Hyderabad and introduced me to a few directors and producers. That’s when I met Jahnavi and Baba, and things fell into place.”

The film, a psychological horror thriller, is being helmed by a debutant director. “Baba’s actually an architect who’s been working on the script for nearly 10 years. I found that fascinating. It’s also his first film and mine in Telugu, so it felt like a great alignment,” he says.

Samantha Ruth Prabhu became a voice for many when, in 2022, she opened up about her autoimmune disease, myositis. Since then, the actor has been spreading awareness about the importance of embracing a healthy lifestyle. On World Health Day today, she tells us about what motivated her.

“I am talking as someone who is going through a health condition. I find the need to share my story because you can feel a bit lonely and helpless when you’re facing a health crisis. I understand that people in similar situations need an extra helping hand. So, I am trying to be that,” she says.

The 37-year-old adds, “You really don’t have problems until you have a health issue. Now, I am keen to be the captain of my ship and not a naive passenger listening to others without any control over my life.”

For Samantha, healthy lifestyle has become a way of life. “Even if people assume that I’m making sacrifices for my health, I am not. I enjoy putting my health, body and mind first,” she says, adding, “My greatest flex right now are my health markers which are phenomenal.”

Samantha says that we also need to prioritize mental well-being, and for that, establishing a routine is important. “I can be having a bad day, but if I stick to my routine, I forget any bad thought that might have crept up. We underestimate how powerful certain routines can be. It might seem boring, but in the long run, this is what has helped me,” she shares.

After making an impression in both Hindi and English cinema, Adarsh Gourav is set to make his Telugu debut with a yet-untitled film.

Talking about the project that he is currently shooting for, he tells us, “Telugu is my mother tongue, so this had been long due.”

While he admits that he “didn’t know how to start” his Telugu career, Adarsh says actor Samantha took him under her wing.

“Actually, I should thank Samantha for this. I was at the after party for [web show] Citadel: Honey Bunny and I was telling her that I wanted to start working in Telugu films. She said, ‘Why don’t you go take some meetings? I’ll help you see them through’,” he explains.

The 30-year-old further reveals that Samantha’s business partner and manager helped him meet several people in the industry, including the makers of his current project.

While he might be a stranger to the industry, Adarsh feels proud that he has remained connected to the language: “It’s strange, because I have never had Telugu friends growing up, but I’m already so comfortable. There’s something magical about working with people who speak the same language as you do. Even though you don’t know them, you feel like they understand you and you understand them,” he ends.

Director duo Raj-DK’s ambitious fantasy actioner Rakt Bramhand—The Bloody Kingdom has apparently hit a roadblock, forcing the makers to delay its upcoming schedule. Word is that Raj-DK, along with co-director Rahi Anil Barve, were to kick off the second schedule in Mumbai in February. However, the plan has been pushed by two months as the battle sequences of the Aditya Roy Kapur, Samantha Ruth Prabhu, Ali Fazal and Wamiqa Gabbi-starrer are being reimagined.

A source close to the production reveals, “Rakt Bramhand has been mounted as a big-budget fantasy series about warring empires. Naturally, the war sequences are crucial to the story. The team wasn’t fully satisfied with how they were shaping up on paper, and is revisiting the portions.”

Rakt Bramhand is among Netflix India’s most ambitious projects. However, given the two-month delay, it was pulled down from the streamer’s 2025 slate that was recently unveiled. Another source says that the show will no longer be a 2025 offering.

“It is being designed as a spectacle, and that takes time. With the latest leg starting in April, followed by extensive VFX work in post-production, the series will release only in 2026,” adds the source.

mid-day reached out to Barve, who didn’t respond till press time.

Last year, actor Samantha opened up about being viewed as “second hand” following her divorce from actor Naga Chaitanya in 2021. Now, the latter has also come out to address the scrutiny he received after the split.

“We wanted to go our own ways. For our own reasons, we had taken this decision and we respect each other. What more explanation is needed? I don’t understand. I’m hoping the audience and the media will respect that. We have asked for privacy. But, unfortunately, it has become another headline. It became a topic of gossip. It became entertainment,” said Chaitanya on the Raw Talks With VK podcast.

Talking about moving on, with Chaitanya getting married to actor Sobhita Dhulipala in December 2024, the 38-year-old said, “We both have moved on with grace. I have found love again. [But] It’s not like it’s only happening in my life, so why am I treated like a criminal?”

The actor also added that the divorce was never a trivial matter for him. “It was a conscious decision [taken] after much thought. I’m saying this because it’s a very sensitive topic for me. I’m a child of a broken family, so I know what the experience is like. I will think 1,000 times before breaking a relationship because I know the repercussions.”

Meanwhile, Chay and Sobhita met Prime Minister Narendra Modi at the Parliament House on Friday. They were accompanied by Chay’s father, actor Nagarjuna and his wife, actor Amala Akkineni. The family presented the PM with the book Akkineni Ka Virat Vyaktitva by Padma Bhushan awardee Dr Yarlagadda Lakshmi Prasad, a tribute to Nagarjuna’s father Akkineni. Sobhita also presented the PM with kondapalli bommalu (dancing dolls), native to Andhra Pradesh.

Actor Samantha Ruth Prabhu recently took to social media to share the news of her father Joseph Prabhu’s death on her Instagram Story. She captioned, “Until we meet again.” The cause of Joseph’s death (on November 29) is not known and he rarely made an appearance on Samantha’s socials. In one of her earlier interviews, the 37-year-old actor had revealed that her strained relationship with her father had caused her self-esteem to dip.

Responding to the news, actor Teja Sajja shared his condolences and wrote on X: “May you find peace in the memories you shared with your Father. My deepest sympathies to you and your family members dear @Samanthaprabhu2 garu (sic).”

In 2022, Joseph shared pictures from Samantha and Naga Chaitanya’s wedding, a year after they had already split. In his caption, Joseph said, “Long long ago, there was a story. And it doesn’t exist anymore! So, let’s start a new story. And a new chapter!”

Actor Samantha has opened up about how she continues to face the stigma of her divorce from actor Naga Chaitanya even after three years. “When a woman goes through a divorce, there’s a lot of shame and stigma attached. I get a lot of comments saying, ‘second hand’, ‘used’, and ‘wasted life’,” she said.

The actor said that being a woman, she was subjected to more judgement: “Unfortunately, we live in a society which is so patriarchal that anytime something goes wrong, a woman gets subjected to… I’m not saying men don’t, men do, but a woman gets subjected to a lot more judgment and a lot more shaming, not just online, even in real life. You’re pushed into a corner where you are supposed to feel like you’re a failure that you were once married and now you’re not.”

The 37-year-old told Galatta India that a lot of lies were spread about her post the divorce. “I remember having this conversation with myself when things were really crappy and absolute lies were being spread. There were many times when I wanted to come out and say, ‘This is not true, let me tell you the truth’. [But then I told myself] Can you not live with the fact that your friends and your family know the truth? And it’s okay.” The actor said while she wanted to be “loved and validated and appreciated” all her life, she has finally learnt to let go: “I still haven’t said anything. So, whoever believes whatever they believe, it’s up to them. I’m very happy right now. I’ve grown so much, and I am doing incredible work, and I’m looking forward to the next stage in my life.”

Meanwhile, preparations are in full swing for Naga Chaitanya’s upcoming wedding with actor Sobhita Dhulipala on December 4, which will take place at Annapurna Studios (Hyderabad). Reportedly, the couple’s wedding ceremony, in accordance with the Telugu Brahmin traditions, will be an elaborate eight-hour-long affair. The rituals will include Kanyaadanam (giving away the bride), Mangalsutra Dharanam (tying the scared thread) and Saptapadi (seven vows around the fire). The expected celebs in the guest list include the Daggubati and Mega (Chiranjeevi) families, actor Mahesh Babu’s family, director SS Rajamouli and Bollywood actors Amitabh Bachchan and Aamir Khan. There are also reports that OTT platforms are negotiating with the couple for exclusive streaming rights.

It has been two weeks since Citadel: Honey Bunny dropped online. While the Varun Dhawan and Samantha Ruth Prabhu-led spy thriller has received mixed reviews, the audience largely agrees on one thing – that Saqib Saleem is impressive as the antagonist KD. “It’s a little overwhelming when you don’t think of something too much and then that starts giving you love,” starts the actor, when we sit across from him for a chat.

He continues, "This is like a proper massy binge show. Which is why we started watching OTT, right? I had the most fun with the action. The action. Because as young boys, we've all grown up wanting to be action heroes, right? So when you get to do cool stuff, you really feel cool when you come back to your vanity van after you've done a scene. You feel exhausted, of course. But also just feeling like, ‘oh, I've done something awesome’. That child in you gets very happy.”

To him, joining the Prime Video series was a no-brainer as it gave him the opportunity to team up with director duo Raj-DK, who also co-wrote it with Sita Menon.

“What I really enjoyed about them is that they're very collaborative people. They give actors the respect that, hey, we've cast you for a part. You exactly know what you're supposed to do. We've cast you because you're good. And they're not one of those directors who tell you how you should act. They just set the scene for you well. And whenever you give some feedback to them, they're not very reactive people. So when you give them feedback, it may just feel like, did I say the right thing or did I make sense at all? But when the material comes back to you, you see traces of your discussion. This is why they are people who've done so much quality work. It's very heartening to see that even after having such success, you're so collaborative and wanting to hear what the other person has to say. We were an eclectic bunch. Kay Kay Menon is a masterclass. You will read a line on script and you're like, okay, we'll do it like this. But he just finds this new, organic way to do it. And he would surprise you so much with his performance. Both me and Varun, in fact, we used to just keep looking at him. He is so much in sync with himself and his craft. The beauty of Varun is his excitement and the fact that he is still the same man. He still committed. He still wants to do one more take and do better. You enjoy when people really want to work. He feels like if you're taking one more shot, he could do better. And that attitude, I really love it. Because he's also had an interesting body of work behind him. And he's had his share of successes. But that thing hasn't diminished in him. That he really wants to give his best. Then we had Samantha. Who I've met for the first time she's a firecracker. I have so much love and respect for her. Because of course she was going through what she was otherwise. But at no point that became an excuse. It was like this big set is here to do this action piece and we'll pull it off. So I genuinely learned that about her and how to just keep going. I made good friends with Sikandar on this. To a point that I asked him to act in a film that I was producing. Everybody came in with that mindset: let's have fun, let’s do good.”

We quote to him a video that’s going viral of him and Kay Kay. “I get at least 10 tags a day on social media somewhere. But I'm very happy, yaar, this is what I hear, right? Ki agar memes banne lag jaye toh somewhere the shows hit home.”

Clearly, shooting the series was a creatively satisfying experience for Saleem. Yet, things took a different turn when it came to the show’s promotions. The actor was absent from all the events, beginning with the trailer launch to pre-release promotions. It got the internet talking about the 2020 episode when Disney+ Hotstar announced its seven-film slate, but did not invite two of the films’ leading heroes Kunal Kemmu and Vidyut Jammwal for the virtual event. At the time, the two actors had spoken about the lack of level-playing field in the industry. Evidently, things haven’t improved despite the discourse.

Saleem explains, “If you talk about my absence from the trailer launch to the premiere, I'm a very simple guy. So when you see the trailer you see that, of course, there's a certain narrative that these guys - the makers and the creators want to take. And they feel like it's in the betterment of the show. When I saw the trailer, I'm like, okay, this is the narrative you want to take. I would like to clarify it's not like I wasn't invited for the trailer launch. I decided, okay, I'll only talk when you show the impact of my character. I can only talk there. I love myself and respect myself. And I've worked really hard to be in the position that I am. So I really respect that position. So it's okay if there's a narrative you want to follow. I don't want to come walk in there and be detrimental to that narrative. I want the show to fare well. I also don't want people to ask me, what are you doing in this? So I'm like, okay, whenever the show's out, it's better to talk then. So there's no grouse or bad blood or animosity or anything of that sort. Yeah, they took a narrative that they wanted to take. And whether I agree or don't agree, it doesn't matter because the team wanted to take it. I thought, okay, let's wait this one out. I'm very sure of what the impact of my part is. Let the show come out. And today, the show's release has been two weeks and I have been on calls since 8.30 am. Usually people disappear after the release happens, right? So I just thought, okay, let's try this route. Do I blame the world for it or I crib about it and say, oh, how unfair? Not really. I don't take things like that. I've moved on. I'm starting to do my next now. I don't try and be like, oh, the industry's such a bad place. It's unfair for the outsiders. It's unfair for everybody."

We bring up the nature of the systemic disadvantage at play here. It’s widely believed that the industry has its cliques, and if you don’t belong to one of them, you get sidelined.

Saleem reflects, “It's the way things work. A lot of people think about me that he's just a lazy actor. He doesn't work a lot. But to get each opportunity, you have to work really hard. So when things don't go as per plan as you thought that they would go with this opportunity. Does it feel bad? 100%. But it's just, I feel like there are two ways to look at life. One is to keep crying about how wrong I was. Like, okay, this happened to me. I tried this and this happened. Let me prepare better or do something different so that this doesn't happen to me again. I'm okay faltering. It’s not my mistake, but being in a situation. But can I avoid this going forward? Because it's going to be difficult. It's going to be very difficult with what you want to do. You want the whole country to love you. That's what you're aiming for, right? To make that happen, you'll cross several of these speed breakers. For the sake of your mental health, you say - nothing is easy in the world and see the positive side of it and start thinking about what to do next. I feel like everybody knows what they've signed up for. With the advent of OTT at least more voices are coming to the fore. Before this, when I came to Bombay in 2011, there was - either you did TV or films. And films were only options for theatrical films. Now, as an actor who's come from the outside, he's getting a chance to show his work to people, if the industry is still not wanting to see it. Do such work that the common man is saying, it's good. And if the common man is saying it's good, then somehow that will translate for more work. That's the only way. I don't wish this journey on anyone. I came here when I was 20. Right now I'm 36. It's been 16 years since I have reached this place. It's a very difficult road. On some days you feel am I doing the right thing? Because how you see yourself, a lot of people here don't see you. People always want to try to undercut you. That is the line of work we're in. They are always figuring, if he had this much last Friday, then he's worth this much right now. After a point, talent doesn't do much. No matter how good you are, it is a numbers game. So you focus on doing your bit and hoping people find you."

And people have. The actor cites the example of director Sudhir Mishra, with whom he is collaborating on a series. “It was therapeutic to work with Sudhir Mishra. He knocks on some interesting doors inside of you as an actor. He takes you to places and gives you the confidence the industry erodes from you,” says Saleem.

He is also producing films under the banner that he has rolled out with his actor-sister Huma Qureshi. “We’ve put together a couple of films that should release next year. I’m also developing a film for myself.”

Under attack for her comments on the divorce of Samantha Ruth Prabhu and Naga Chaitanya, Telangana Minister Konda Surekha on Thursday withdrew her remarks. Naga Chaitanya’s father Akkineni Nagarjuna, who criticised the minister on Wednesday, has now filed a defamation case against Surekha. In his complaint, Nagarjuna has alleged that the minister’s remarks damaged his family’s reputation.

Telangana Minister Konda Surekha on Wednesday stirred up a major controversy by alleging that opposition BRS leader K T Rama Rao was the reason behind Samantha and Chaitanya’s divorce in 2021. Reacting strongly to her comments, many south actors criticized the leader.

The statements made by Konda Surekha garu are irresponsible and baseless. Making vulgar public comments about respected individuals is shocking coming from an elected leader who holds public office. This kind of slander aims to destroy the fundamentals of our society. The film fraternity is together and will not tolerate such reckless behaviour aimed at us. #FilmIndustryWillNotTolerate

- Ram Charan

Extremely pained by the comments made by Minister Konda Surekha garu on fellow members of our film fraternity. As a father of a daughter, as a husband to a wife and as son to a mother... I am deeply anguished by the unacceptable remarks and language used by a woman minister on another woman. Freedom of speech can be exercised as long as it does not hurt other’s sentiments. I strongly condemn the cheap and baseless comments made.

- Mahesh Babu

Konda Surekha garu, dragging personal lives into politics is a new low. Public figures, especially those in responsible positions like you, must maintain dignity and respect for privacy. It’s disheartening to see baseless statements thrown around carelessly, especially about the film industry. We will not sit quietly while others make baseless allegations against us.

- Jr NTR