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By:

Bharati Dubey

17 May 2026 at 1:38:10 am

Raja Shivaji sparks a new era for Marathi cinema

Mumbai: As Raja Shivaji marches steadily towards the Rs 100 crore mark, the film has reignited debate around the future of the Marathi film industry. Having already crossed Rs 80 crore at the Indian box office, the historical drama is now only the second Marathi film after Sairat to achieve the milestone. Its success has raised a larger question within the trade: can a major blockbuster finally attract sustained investment into Marathi cinema, an industry often marked by cycles of growth and...

Raja Shivaji sparks a new era for Marathi cinema

Mumbai: As Raja Shivaji marches steadily towards the Rs 100 crore mark, the film has reignited debate around the future of the Marathi film industry. Having already crossed Rs 80 crore at the Indian box office, the historical drama is now only the second Marathi film after Sairat to achieve the milestone. Its success has raised a larger question within the trade: can a major blockbuster finally attract sustained investment into Marathi cinema, an industry often marked by cycles of growth and slowdown? Much of the buzz surrounding the film stems from the support it received from prominent Hindi film stars, several of whom reportedly came on board to back the project and the industry. Trade analyst Girish Wankhede believes the film’s biggest achievement lies in the scale of collaboration it represents. “The real strength of Raja Shivaji lies in its creative ensemble star cast, which Riteish Deshmukh successfully brought together. By roping in heavyweight Hindi stars like Abhishek Bachchan, Sanjay Dutt, and Salman Khan, the film showcases the immense combined value of cross-industry collaboration. This strong gesture of Hindi cinema’s biggest names extending full support to a Marathi project has created a powerful impression, generating tremendous curiosity and respect for Marathi cinema among audiences, investors, and other industries. It underscores how Marathi films can now command pan-Indian attention and star power,” he says. At the same time, Wankhede feels it may still be premature to call the film a runaway commercial success given its production scale and costs. “What is heartening is the visible new energy and creative fuel that Riteish Deshmukh has infused into Marathi cinema. With him at the helm of affairs, the film looks strong and polished, and this momentum, further amplified by the star support, is already drawing serious attention from investors who were earlier hesitant about the regional space,” he adds. Producer Suniel Wadhwa, Co-Founder and Director of Karmic Films, says the film’s performance could play an important role in rebuilding investor confidence in theatrical cinema. “The success of Raja Shivaji could significantly improve investor confidence in theatrical cinema, especially at a time when many non-film investors have become cautious about the sector. If the film succeeds as a large-scale theatrical event rather than just an opening weekend phenomenon, it will reinforce the belief that culturally rooted Indian stories still possess massive commercial potential across regions and demographics,” he says. However, Wadhwa points out that the industry continues to face deep structural challenges. “One of the biggest is the shortage of true theatrical stars who can create urgency for audiences to step into cinemas. Streaming has created visibility, but not necessarily ticket-selling mythology. At the same time, India remains heavily under-screened, and even strong films often struggle with inadequate show slots, limited showcasing windows, and overcrowded release calendars. Many films today are judged within the first 48–72 hours, leaving little room for organic word-of-mouth growth,” he says. According to him, the theatrical business is evolving rather than disappearing. “Audiences are now reserving cinema outings for event-driven experiences — spectacle, emotion, mythology, action, horror-comedy, and culturally resonant storytelling. Films that can create that collective viewing urgency will continue to attract both audiences and serious investment capital,” he adds. The Marathi film industry has witnessed a mixed year so far. More than two dozen films have released, but only a handful — including Raja Shivaji, Kranti Vidyalay Marathi Madhyam, Aga Aga Sunbai Mahnatay Sasubai, and Super Duper — have performed strongly at the box office. Veteran journalist Dilip Thakur believes Marathi cinema has already begun regaining momentum after the slowdown caused by the pandemic. “New Marathi films are getting launched regularly. The upcoming film Bapya had its screening at Sunny Super Sound, which was attended by non-Marathi journalists in big numbers. The story of Bapya is complex and difficult to make. The point here is that a producer agreed to put his money into the film. Sabar Bonda was another difficult subject which won an award at Sundance. So, producers willing to invest money in such subjects is one positive sign,” he says. Thakur also points to the continued appetite for mainstream Marathi entertainers. “The boom after Sairat still exists in Marathi cinema. There was a setback for four years because of Covid, but the industry has gained momentum. Ravi Jadhav’s new film Fulawara, based on tamasha folk art, will soon go on floors in Pune,” he says. He further notes that Marathi cinema is increasingly attracting investors from outside the industry. “Most Marathi films have non-Marathi investors. They are putting in money because there is business in Marathi cinema. But not every film becomes a hit. Subhash Ghai also produced a few Marathi films. If the subject is good, people are willing to invest,” he adds. Not everyone, however, is convinced that one major hit can alter the industry’s fortunes overnight. Nitin Datar, president of the Cinema Owners Association, remains cautious about reading too much into the film’s success. “Only one film success is not going to bring investors. In the last five years, out of nearly 500 films produced, the success rate has not been encouraging,” he says. Datar acknowledges that the presence of Hindi stars has helped boost the film’s commercial appeal but stresses that Marathi cinema still lacks enough bankable stars capable of consistently drawing audiences to theatres. “The production houses and directors have attracted audiences. Unfortunately, producers haven’t been successful in attracting financial assistance, which has resulted in low production and advertising budgets. But if films succeed in pulling audiences over the weekend, exhibitors automatically increase shows and reduce screenings of underperforming films from other languages. The audience is always there, waiting to visit theatres in large numbers for a good film,” he says. For now, Raja Shivaji has undeniably given Marathi cinema a strong moment in the spotlight. Whether that momentum translates into long-term financial confidence and sustained industry growth remains the larger question.

Seen or Just Judged?

“They just don’t get it.” That’s what 24-year-old Riya told me after yet another office meeting where her suggestions were overlooked. Her enthusiasm was mistaken for inexperience. Her energy, for entitlement. An hour later, one of her older colleagues muttered something that’s becoming all too common: “These Gen Z kids have no clue how the real world works.”


It’s a quiet conflict bubbling under the surface — a clash of outlooks, expectations, and definitions of success. While Gen Z is often branded as entitled or distracted, they’re also bold, expressive, and unafraid to question outdated norms. On the other side, Millennials are juggling responsibilities while trying to stay relevant in a world that suddenly feels like it’s moving too fast. Older generations, meanwhile, carry years of experience but now face the pressure of adapting to systems they never imagined they’d need — from social media etiquette to Slack culture.


Everyone feels misunderstood. Everyone feels like they’re not being seen the way they want to be. It’s ironic. Because the one thing that could help bridge these gaps is the very thing many still dismiss as “just for influencers” — personal branding.


But personal branding isn’t about filters or logos. It’s about clarity. It’s about making sure your presence matches your potential. It’s about how people feel after they’ve worked with you, spoken to you, or simply heard your name. And in a workplace divided by generations, that clarity is your greatest strength.


Take Riya, for instance. She wasn’t wrong in her ideas — in fact, they were future-forward. But the way she presented them lacked context. She assumed everyone would understand her perspective because it made sense to her. On the flip side, her manager, a seasoned professional, failed to acknowledge her effort because he was too focused on structure and protocol. Both were right. Both were wrong. What was missing wasn’t skill — it was the story they were telling through their actions, tone, and presence.


Personal branding gives each individual a chance to shape their narrative before others do it for them. It’s not about loudness — it’s about intentionality. When someone knows what they stand for, they become easier to understand, collaborate with, and trust — regardless of age or experience.


And no, building a personal brand doesn’t mean becoming a content creator. It means knowing what matters to you, how you work best, what kind of impact you want to leave behind, and then showing up in ways that reflect that — consistently. It’s about being remembered not just for your work, but for your presence, your approach, and your values.


In a time where generations feel more divided than ever, personal branding offers a rare bridge. It humanizes. It connects. It shifts the focus from age to value, from perception to presence.


The truth is, we don’t need Gen Z to “calm down” or Millennials to “speak up” or Gen X to “get with the times.” We need everyone to be seen and heard — clearly. That clarity starts with self-awareness and flows into how we present ourselves in every interaction, every email, every meeting.


What I’ve learned working across age groups is this: people don’t want to be labelled. They want to be understood. And the fastest way to be understood is to first understand who you are — not just to yourself, but to others. Because in a world full of noise, the clearest voice is the one that knows who it is—and dares to be understood. That’s what personal branding does. It gives you the language, the energy, and the tools to build relationships that last beyond roles, titles, or trends. Whether you're just starting out or carrying decades of experience, your brand is the one thing that truly belongs to you. Make it count.


I know it gets difficult at times juggling between situations but its never too late to make the first move. Want someone to rely on and help you through this journey? Feel free to connect with me

LinkedIn: DivyaaAdvaani

Instagram: @suaveu6

Youtube : @suaveu (Suave U- DivyaaAdvaani )


(The author is a personal branding expert. She has clients from 14+ countries. Views personal.)

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