Ustaad Bhagat Singh, starring Pawan Kalyan, is currently carrying almost no hype at all. It is really shocking that even when media circles sit and think about the upcoming big films, this project does not immediately come to mind unless it is consciously recalled.
What is even more surprising is that fans too have largely stopped discussing the film with the same excitement that was seen earlier.
For a star of Pawan Kalyan’s stature, such a muted response at this stage raises many questions about the film’s promotional strategy and overall positioning.
There are a few strong reasons behind this situation.
One major factor is that director Harish Shankar is going through a streak of flops, and his recent films turned out to be disasters at the box office. That naturally reduced the confidence of the audience.
The second reason is that the film is perceived as a modified remake of the old Tamil film Theri rather than an original story, which has killed the curiosity factor. The intrigue that usually surrounds a Pawan Kalyan film is missing this time.
Another important aspect is the political colour given to the film through the director’s posts on X, which is not helping in building a neutral cinematic buzz.
It should be understood that Pawan Kalyan’s last film OG was widely accepted not just because of its styling and music, but also because it stayed away from political projection and focused purely on cinematic appeal.
In contrast, Ustaad Bhagat Singh is neither creating a strong impact with its style nor pulling attention with its music, and at the same time it is not distancing itself from political imagery.
The producers relying completely on Harish Shankar and his ideas to generate hype is proving to be counterproductive.
This situation can be compared to Hari Hara Veera Mallu, where Pawan Kalyan had to step in during the last phase to bring momentum to the promotions. Even for this film, it appears that he may have to personally take charge to lift the buzz.
"Theri" is actually a decent family oriented story in the film with the right mix of action and emotion. Promoting it by resting heavily on Pawan Kalyan’s political image is not the right approach.
Harish Shankar’s tweets give an impression as if Pawan Kalyan is being projected as a political saviour, repeatedly highlighting the Jana Sena glass symbol and similar elements.
“Ustaad Bhagat Singh so far is appearing like a Jana Sena propaganda film. It’s not looking like a commercial fiction. That too, when it is a remake of Theri, the Tamil film, the posters are indeed misleading. The film is not getting the desired hype only because of the unnecessary posters showing Pawan Kalyan as mass leader than as a cop,” said an insider.
The key point here is that Pawan Kalyan is now in the ruling party and holding the position of Deputy Chief Minister. He does not need any cinematic political elevation at this stage. This aspect has to be seriously underlined, and the focus should shift back to the film’s content to create genuine excitement.