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From Aryan Khan’s D’YAVOL X to Alia Bhatt’s Ed-a-Mamma, Bollywood celeb brands create social media buzz

Take a look at the fashion and beauty brands owned by your favourite stars.

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Aryan Khan's D'YAVOL X

The markets for fashion and beauty products have grown in India over the past few years. Given that the Indian audience looks up to Bollywood for fashion and beauty inspiration, celebrities are pushing products and brands on their social media platforms. 

From being a brand ambassador to endorsing brands on social media to owning a label, Bollywood stars have executed their marketing strategies on fashion and beauty and generating the buzz on social media for their thriving businesses apart from acting.

Take a look at the fashion and beauty brands owned by your favourite stars.

D’YAVOL X by Aryan Khan

Shah Rukh Khan’s son Aryan Khan recently kick-started his career as an entrepreneur. Aryan launched his clothing line D’YAVOL X and the cherry on the cake is that he made his directorial debut with its advertisement. But this is not it. 

The star kid chose his father King Khan as the face of the clothing line which has left the audience breathless. D’YAVOL X was launched on April 30 with its first video advertisement. The website is now live. But the audience is not quite okay with the pricing as a mere sweatshirt of the brand starts at Rs 30,000. 

The luxury streetwear brand is said to sharpen focus on Indian craftsmanship and techniques into the mix. Moreover, the first offering has two tees, two sweatshirts, three hoodies, and the brand’s Signature X jacket, of which only 30 pieces signed by Shah Rukh Khan will be made available, a Vogue India report said.

Read Also: Starting at Rs 24,000, Aryan Khan’s clothing line D’YAVOL X gets trolled for high prices

https://www.instagram.com/p/Crc-8v9oH_f/

82°E by Deepika Padukone

Deepika Padukone’s skincare brand 82°E was launched in 2022. Named after the 82°30′ East, the standard meridian that passes through India, the brand has five luxe products — Gutu Kola Dew toner serum, Ashwagandha Bounce moisturiser, Lotus Splash cleanser, Bakucgiol Slip face oil, Patchouli Glow sunscreen and now the newly added mattifying cleanser, Sugarcane Soak.

Speaking to Vogue India, Padukone had said 82°E is a way of combining the best Indian ingredients with global standards of skincare to create a singular effective product instead of using multiple products for each skin issue.

Co-founded by Jigar Shah, 82°E did a brilliant job in marketing. From collaborating with beauty influencers to Padukone giving Shah Rukh Khan a gist of her skincare routine, the luxe beauty brand is live. 

https://www.instagram.com/p/Crpdtexojm8/

Ed-a-Mamma by Alia Bhatt

Alia Bhatt’s sustainable clothing brand for kids, pregnant and lactating moms, became a Rs 150 crore brand in just a year. Ed-a-Mamma was launched in 2020 and aims to create eco-friendly and cool clothing.

The products are made using all-natural fabrics, plastic-free buttons, and non-toxic dyes. 

The brand’s website has a note by Alia, which reads, “Ed-a-Mamma combines two things I care deeply about: Our planet and our children. So I decided to create a world that nurtures in children, a love of nature knowing fully well that they will look after what they love. And I plan to do this with what I know best: telling stories. Everyone loves a good story. And at Ed-a-Mamma that’s what we do, tell stories.” 

https://www.instagram.com/p/CrI5i5qI7XU/

Anomaly by Priyanka Chopra

The haircare brand owned by global icon Priyanka Chopra roared across the global markets after its launch. Leaving behind brands like Rare Beauty by Selena Gomez, and Kylie Cosmetics by Kylie Jenner, Anomaly became the second wealthiest beauty brand in the world. 

Anomaly bottles are made of 100% plastic trash diverted from landfills and ocean-bound plastic, and its cans are made from infinitely recyclable aluminum, the brand claims. It offers three different types of shampoos, a deep conditioning mask, dry shampoo, and conditioner. 

Earlier this year, PeeCee landed in India to launch her brand in her homeland and collaborated with e-commerce major Nykka. 

https://www.instagram.com/p/CqBEvkULogs/

Kay Beauty by Katrina Kaif

In 2019, Kaif, one of the leading Bollywood actors, added yet another feather to her wings by launching beauty brand Kay Beauty. Katrina Kaif has always been passionate about makeup and her effortless looks in films and elsewhere are testimony. 

In collaboration with Falguni Nayar’s platform Nykka, the brand offers an exciting range of accessible products, which include lipsticks, foundation, compact powders, nail paints, eyeshadows, and what not. The brand aims to cater to all age groups, skin tones, and genders with a tagline, ‘It’s Kay to be you.’

https://www.instagram.com/p/CrisH8JAqex/

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Entertainment

Dhurandhar 2 review: Ranveer Singh dominates Aditya Dhar’s high-octane sequel

Dhurandhar 2 review explores Ranveer Singh’s standout performance in a violent and layered sequel directed by Aditya Dhar.

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Dhurandhar 2 review

The release of Dhurandhar 2 has brought back the kind of theatrical frenzy last witnessed during Pathaan, which marked Shah Rukh Khan’s return to cinemas. This time, the spotlight firmly belongs to Ranveer Singh, who headlines the second instalment of Aditya Dhar’s ambitious action franchise.

The sequel builds on the foundation of the first film, amplifying its scale, violence, and emotional depth. Positioned as a revenge-driven narrative, the story centres on Jaskirat Singh Rangi, whose personal tragedy in 2002 sets the tone for the film’s intense journey.

A revenge story rooted in personal loss

Jaskirat, a young man from Pathankot aspiring to join the Indian Army, is pushed into darkness after his father’s murder and the brutal assault on his sisters. His life takes a drastic turn when he is recruited into a covert operation by Ajay Sanyal, played by R Madhavan, along with his associate Sushant Bansal.

Over time, Jaskirat transforms into Hamza Ali Mazari, a lethal operative tasked with dismantling terror networks across Pakistan. The narrative follows his evolution into a ruthless force, balancing emotional vulnerability with extreme brutality.

Ranveer Singh anchors the film

At the core of Dhurandhar 2 is Ranveer Singh’s performance, which stands out for its range and intensity. Whether portraying emotional turmoil or executing violent missions, the actor commands attention throughout.

One of the film’s standout moments features his character in a restrained yet explosive state, delivering a chilling performance that adds to the film’s dramatic weight.

Expanding the universe with political and historical references

The film blends fiction with real-world references, incorporating elements like the 2008 Mumbai attacks, demonetisation, the Uri attack, and the Ram Janmabhoomi-Babri Masjid dispute. It also introduces characters inspired by real figures, including terror operatives and political personalities.

A cameo reference to Narendra Modi adds another layer to the narrative, reflecting the film’s attempt to merge cinematic storytelling with contemporary political undertones.

Supporting cast adds depth

The film features strong supporting performances, including Arjun Rampal as Major Iqbal, who emerges as a formidable antagonist. However, the absence of a larger role for Akshaye Khanna is noticeable, despite his brief appearance.

Sanjay Dutt appears in an extended cameo, delivering a commanding screen presence. Meanwhile, Madhavan’s dual-layered portrayal adds narrative complexity.

Other actors like Sara Arjun, Gaurav Gera, and Rakesh Bedi contribute effectively, with their characters receiving more clarity compared to the first film.

Music blends multiple eras

The soundtrack of Dhurandhar 2 stands out for its diversity, featuring recreations and classics across decades. Tracks inspired by Nusrat Fateh Ali Khan, Kishore Kumar, and international artist Khaled add a unique musical layer to the film.

A sequel that answers questions but misses the climax high

While the film provides answers to several unresolved questions from the first part, it does not quite match the crescendo of its predecessor. Still, it succeeds in expanding the narrative universe and maintaining audience engagement.

Overall, Dhurandhar 2 is driven by Ranveer Singh’s commanding performance and its bold storytelling approach, making it a must-watch for fans of the franchise.

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Ustaad Bhagat Singh review: Pawan Kalyan shines in high-action entertainer

Pawan Kalyan’s Ustaad Bhagat Singh opens to strong fan reactions, with praise for action and performance but mixed views on the story.

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Ustaad Bhagat Singh, starring Pawan Kalyan, has hit theatres on the occasion of Ugadi, generating strong buzz among audiences. Early reactions shared on social media platform X suggest that the film is being received as a high-energy, action-packed entertainer, driven largely by the lead actor’s screen presence.

The film follows the journey of a morally upright man, raised by a principled teacher who names him Bhagat Singh, who later grows up to become a fearless police officer. As he takes on a corrupt and powerful politician, the narrative revolves around justice, legacy, and standing up against wrongdoing.

Fans praise action, energy and mass appeal

Audience reactions indicate that the film caters strongly to fans of Pawan Kalyan. Several viewers highlighted sequences such as the introduction, comedy moments, and action scenes—especially the “Lungi Fight”—as standout elements. Many described the film as a “celebration” for fans, particularly during the festive release.

Some viewers also pointed to strong word-of-mouth and packed theatres, noting enthusiastic crowd responses and family audiences turning up in large numbers.

Mixed opinions on story and screenplay

Despite the strong fan response, not all feedback has been entirely positive. A section of viewers felt that while Pawan Kalyan delivers an energetic performance, the film lacks a solid narrative foundation.

Criticism has been directed at the film’s screenplay, particularly in the second half, with some calling it routine and predictable. Others mentioned that while parts of the first half work well, the overall impact is diluted by an inconsistent storyline and underdeveloped characters.

Overall response

Early reactions suggest that Ustaad Bhagat Singh is largely being viewed as a star-driven film, with Pawan Kalyan’s performance emerging as its biggest strength. While it appeals strongly to his fan base with action and mass moments, the film has received mixed feedback for its writing and execution.

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Entertainment

Border 2 box office collection day 12 crosses Rs 286 crore, eyes Rs 300 crore milestone

Border 2 box office collection reaches Rs 286.75 crore after 12 days, putting the Sunny Deol-led film close to the Rs 300 crore milestone.

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Sunny Deol in Border 2

Sunny Deol’s Border 2 continues its impressive run at the domestic box office, edging closer to the Rs 300 crore mark by the end of its second week. The war drama, which hit theatres on January 23, has shown consistent collections since its release.

On its second Tuesday, the film earned an estimated Rs 5.75 crore, taking its total earnings to Rs 286.75 crore after 12 days.

Border 2 box office performance so far

The film matched its Monday earnings on February 3, adding Rs 5.75 crore to its tally. With this, Border 2 has managed to hold firm on weekdays, a sign of sustained audience interest.

The film delivered a robust opening week, collecting Rs 224.25 crore, supported by the extended Republic Day holiday period.

Second weekend boosts collections

The second weekend provided another lift to the film’s box office numbers. Friday saw collections of Rs 10.75 crore, followed by Rs 17.75 crore on Saturday. Sunday emerged as the strongest day of the weekend, contributing Rs 22.5 crore to the total.

Monday, which coincided with Republic Day, turned out to be the film’s highest single-day performer so far, with earnings touching Rs 59 crore.

With its current pace, Border 2 has already surpassed the opening weekend figures of Ranveer Singh’s Dhurandhar.

Border 2 review

In a review, film critic Saibal Chatterjee noted that Border 2 succeeds in highlighting the courage of soldiers while also touching upon their emotional vulnerabilities. The film explores themes of separation, loss, fear, and hope, presenting moments of heroism amid personal struggles.

About the film

Directed by Anurag Singh, Border 2 features an ensemble cast including Sunny Deol, Diljit Dosanjh, Varun Dhawan, and Ahan Shetty. Set against the backdrop of the 1971 India-Pakistan war, the film is positioned as a spiritual successor to the 1997 classic Border.

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