ACTRESS PRANITHA SUBHASH EYES HINDI CINEMA SUCCESS
by MOHNISH SINGH
SUPER successful south Indian cinema star Pranitha Subhash has shown her impressive acting ability in Tamil, Telugu, and Kannada blockbusters.
Fans have loved her performances in such critically and commercially successful films like Baava (2010), Attarintiki Daredi (2013), Massu Engira Masilamani (2015) and Enakku Vaaitha Adimaigal (2017).
The versatile actress is now branching out to Bollywood with Ajay Devgn-starrer Bhuj: The Pride of India and Priyadarshan’s hotly anticipated comedy Hungama 2.
Eastern Eye caught up with Pranitha Subhash to discuss her move into Bollywood, decade-long journey and the best part of her profession. She also spoke about sharing screen space with superstars Mahesh Babu, Surya and Karthi at the onset of her career. After establishing yourself in south Indian films, you’re ready to set foot in Bollywood.
How are you feeling ahead of your Hindi cinema debut?
I’m a bit nervous because in spite of establishing myself in the
south, when you’re debuting in a new language it feels like you’re starting over. It’s like day one all over again. So, I’m really nervous. I really wish the Hindi film industry and its audience accept me.
What can you tell us about Bhuj: The Pride of India and your role?
In Bhuj, I play Ajay Devgn’s wife. He plays Vijay Karnik who was in the Indian Air Force. The film is about the 1971 Indo-Pak war. Though it’s a war drama, women in the film play vital roles. I really enjoyed playing this role.
How did you connect to this project?
I was being asked for various projects in Hindi and Bhuj was one of them. The role required someone who looked traditional. I think the south Indian and Marathi cultures are very similar and that’s perhaps something which made the makers feel that I really suited the role.
Is it disappointing that your first Bollywood film is slated for a direct-to-digital release instead of a theatrical one?
In a way, yes, because I come from a school of thought where movies are like celebrations. It’s like a festival in the south when a big hero’s film releases. There is so much action in theatres and it is like one big celebration, with huge cut-outs and things like that. Some of my films have had 4am shows where fans stayed up the whole night celebrating, and reviews were out by 7am. This was expected from Bhuj as well because the country is filled with Ajay Devgn’s fans. With the film releasing on OTT, it’s a little disappointing. But since it’s a serious, war film, I’m sure the OTT audience will lap it up. You must have watched Hungama (2003) growing up. It must have felt amazing to get cast in the sequel Hungama 2. Yeah, I obviously watched Hungama. Who would have thought I would one day be cast in the sequel! But I’m really excited about being part of this film because it’s being produced by the same banner and directed by Priyadarshan.
What were the unexpected challenges and joys of working on a comic-caper like Hungama 2?
The biggest challenge was that we ended up having the coronavirus pandemic in between of our shoot schedule. It was quite a bummer. The last schedule was supposed to happen in April last year and we were supposed to release the film this year in June. But that just couldn’t happen. Every film comes with its own set of challenges and it’s fun if it’s challenging.
Could you tell us a bit about your background and how you got into movies?
My parents are doctors, and there is nobody in my family who has any connection with the film industry. I’m a rank outsider. But I think the south Indian industry is quite open to working with newcomers. Quite often you see new faces. I got lucky that way. I debuted with Pokri (2010), the Kannada version of Salman Khan’s Wanted (2009), opposite Kannada superstar Darshan, and immediately jumped to Telugu films and worked with Pawan Kalyan sir. It was really nice that I got a chance to work with all these amazing actors down south and to continue that stint in Bollywood. Fingers crossed!
You have worked with some of the most popular actors like Mahesh Babu, Suriya and Karthi to name a few. Were you intimidated or starstruck while working with them at the onset of your acting career?
To be really honest, since I lived in Bangalore, my entire circle was obsessed with Bollywood and English movies more than south movies. So, I wasn’t very aware of all these stars when I was younger. Only after I got into the film industry, I started watching south films. When I met Mahesh Babu or when I landed on sets with Suriya and Karthi, I was really intimidated on day one because that’s how it is for everyone. But as you shoot with them, you realise they are so humble.
When you look back at your decade-long journey, are you surprised that you have done close to 30 films in various languages, among many other things?
Obviously, it feels nice that the journey has been fulfilling and I have had a chance to work on some of the really interesting movies with well-established actors and directors.
What is it that you like most about your profession?
I think that it is one of the few industries that really teaches you how to be humble because every day is new, every Friday changes your destiny. It’s really so unexpected; you can’t really tell what’s going to happen tomorrow or what’s going to work for you.
Have you had a mentor in your career?
No, I haven’t had a mentor, to be honest. When I get a project, I definitely consult people I am working with, or some of my friends in the industry when I have doubts about a certain project, certain genre or certain role that I have been offered. But I can’t really point out that this one person is my mentor.
Is there anything else in the pipeline?
There is a Kannada film that I’m doing. Apart from that, I’m getting a lot of offers for films, streaming shows and some other great Hindi films as well. I can’t talk about them until I sign on the dotted line.
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.
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