ACTRESS KAJOL STRIKES BACK WITH NEW HISTORICAL WAR EPIC
by MOHNISH SINGH
KAJOL has always been one of the brightest stars in the Bollywood galaxy and will shine brightly again with eagerly awaited new film Tanhaji: The Unsung Warrior.
The historical drama is based on Maratha warrior Tanaji Malusare, who fought alongside warrior-king Shivaji in a number of battles. Kajol’s superstar husband Ajay Devgn plays the title role, and she takes on the role of Savitribai in the big-ticket historical epic.
Eastern Eye caught up with the popular actress to discuss Tanhaji: The Unsung Warrior, her preparation for the role, family life and more.
What are the challenges of playing a character that doesn’t have much screen time?
I think the great part about it is that you will remember her. She is unforgettable! Her character is more about what she says in the film. Things she says are important to not only the story, but also contributes to who Tanhaji was. I don’t think you could do this film without her.
People are raving about your look in the film. Was there any special preparation for it?
(Laughs) The special preparation was that I got married in that same look 20 years ago. See, I was doing my research 20 years back also for it. Joking apart, (director) Om Raut researched this project, I think, for five years before we actually started shooting for it. Nachiket Barve, who has done my costumes in the film, also did his research as far as the clothes and looks are concerned. I had Micky Contactor to do my makeup for the film, and he’s a master at what he does. It took me two and a half hours to get ready every morning. And if anybody who knows me, that is too long to get ready for hair and makeup. We also had a specialist to drape the sari.
Tell us more…
She was a 75-year-old woman who only does this. She used to travel one and-a-half hours to reach the set every day. She has been tying nauvari [nine-yard] saris for the last 50 years and has tied a sari for every kind of Maharashtrian art form. She draped my sari so well that it looked perfect onscreen. We knew her as Asha tai.
You and Ajay Devgn are reuniting onscreen after a gap of more than a decade. What was so special about Tanhaji: The Unsung Warrior that led you to say yes?
I liked the script and all the scenes that they have come up with where Savitribai is concerned. The film may not be based on her, but it is a complete and solid character. You are not going to watch the film and think, ‘Okay, she was there, too’. I think that’s what I loved about her. I don’t mind if I have only three scenes in a film, but they should be the three fantastic scenes. They should be unforgettable for me as an actor and for you as an audience. And, of course, you need to have a good script with it.
Did you enjoy history as a subject in school?
I love history, but I didn’t like it in school. I am one of those children who has read the entire Amar Chitra Katha, as many volumes as they had of it. So, I am a big fan of mythology. I knew all of the characters and stories behind all the mythological characters that we have – all the gods and goddesses. I love my history in that sense, but if you ask me the date of a particular war, then I would probably fail at it.
Have you seen any historical film recently that you liked?
I have not watched anything. Everybody keeps asking me how can you be an actor and not watch films? If you tell me to choose among a book, work out and movies, I will choose the book and the work out any day. Don’t ask me about movies, I really have not watched anything.
Your kids must have watched all of your super hit movies. But do you show them some of your great under-rated films like Udhaar Ki Zindagi?
Honestly, both my kids feel that I cry too much in my movies and they don’t like watching my movies where I’m crying. So according to that criteria, I can’t show them any one of my films. So, it’s very difficult for me to pick and choose. My daughter and son both have seen Kuch Kuch Hota Hai and Kabhi Khushi Kabhie Gham. They recently saw We Are Family and my daughter was so upset with me. She came out and said, ‘How could you put me through this?’. I said, ‘But it’s not a bad film. It’s a good film. I wanted you to see that I was really good in the film.’ She was like, ‘I am your daughter. How could you do that to me?’. This is just an argument I am not going to win at all.
You are doing a Netflix film called Tribhanga, which Ajay Devgn is producing. Would you also be open to doing a full-fledged web-show?
I am okay with everything and have always said that. I don’t have an issue working in anything or on any platform. As an actor, I feel wherever the best writing takes me is where I will go.
Will we see you and your mother, Tanuja, in a Marathi project?
I would love to. Please tell somebody to write a script. (Laughs) And please tell them my mother has to approve it also. If I am picky, she is my mother for a reason. She is more pickier than me. For her to approve a role or character, it takes a lot. It has to be something that appeals to both of us. We have been offered films, but it never worked out.
Is your mother critical of your work?
I think she loves me and is completely biased where I am concerned. So, when she watches a film and if there is not enough of me in it, it is not a good film for her. In other words, it needs to be a film that is based on me for her to like it.
Which is your favourite film of hers?
I did not watch my mom’s film because I was one of those children who did not like watching my mother with other children. I was jealous and possessive. I still am. I missed out on a lot of great cinema because of it. I recently saw Shonar Pahar (2018, Bengali film) and Pitraroon (2013, Marathi film). Pitraroon was amazing.
Who is your favourite actor now?
There are no favourites, really. I think each one of them has worked hard to not stay in a niche and do different kinds of cinema. So, kudos to them for thinking of their longevity and entire lifetime of working rather than thinking, ‘Oh, I am going to work for the next few years and that’s it’.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.