In a move that has left marketing teams scratching their heads, Prime Minister Narendra Modi has become the most talked-about “brand integration” in Ranveer Singh’s new spy thriller, Dhurandhar: The Revenge, and he did not charge a single rupee.

Directed by Aditya Dhar and released on March 19, the film smartly inserts real archival news footage of Modi: his 2014 swearing-in ceremony and the iconic 2016 demonetisation address.

These clips appear as background TV bulletins, seamlessly tying into the plot where the hero battles Pakistan-backed fake currency rackets.

The result inside theatres has been electric.

Every time the footage plays, audiences burst into whistles, applause and enthusiastic “Modi Modi!” chants, turning ordinary screening halls into temporary celebration zones for a few lively seconds.

Director Aditya Dhar explained it: “The clips were in the public domain and perfectly matched the film’s patriotic tone. It was a natural fit that added real depth to the story.”

Meanwhile, the movie’s actual paid partners, brands like L’Oréal, Samsung, Mahindra, ICICI and Hero, are taking the development in good humour.

One marketing executive quipped off the record:

“We invested lakhs for prime product placement. Modi ji showed up for free and still walked away with the loudest cheers. Talk about unbeatable integration.”

On social media, the scenes have sparked endless light-hearted memes and discussions.

One fan captured the mood perfectly:

“Modi ji did not just ban notes back in 2016; he also dropped a surprise cameo in 2026!”

With strong opening numbers and plenty of buzz, Dhurandhar: The Revenge is proving that sometimes the most effective brand moments come completely free of cost.

If you have not caught the film yet, those few seconds of real-life footage might be the highlight of your ticket.