In the Indian film industry, film promotions are usually extravagant, innovative, and sometimes reckless. But few times has a promotion campaign generated so much commotion that it causes pandemonium on the streets. That’s what happened in 2010 when a daring hoarding of actress Anushka Shetty for the film Vedam resulted in a series of mishaps at one of Hyderabad’s most congested traffic areas — Punjagutta circle.
Now, more than a decade on, director Krish Jagarlamudi remembered this jaw-dropping incident, and his words are again sparking interest in one of Telugu cinema’s most daring promotional acts.
The Poster That Stole (Too Much) Attention
As part of the marketing campaign for Vedam, the makers decided to put up a massive hoarding featuring Anushka Shetty in her character’s bold avatar, draped in a red saree with a powerful, sensuous expression. The intention was to reflect the character of Saroja — a prostitute with a heart of gold — and make the film’s tone unmissable for viewers. But what followed was completely unexpected.
The hoarding, erected near Punjagutta junction, a busy traffic circle in Hyderabad, began attracting unprecedented levels of attention from drivers and pedestrians alike. Motorists reduced speed, turned back, and in most instances, completely stopped — to take a closer glance. This visual interrupt had a deadly consequence.
40 Accidents and a Police Intervention
As per Krish’s latest revelation, more than 40 accidents have been reported close to the Punjagutta circle just after the poster was erected. Drivers lost control, rammed other cars, and some even allegedly lost balance and fell off their bikes while looking at the hoarding. Within days, the Hyderabad police started getting multiple complaints regarding the increasing number of accidents.
Police officials allegedly approached the producers of the film and complained that the promotional poster, though artistically justified, was a safety risk. Under pressure from citizens and for reasons of public safety, the producers were forced to dismantle the hoarding.
According to Krish himself:
“During the promotion of Vedam, we erected a gigantic Anushka Shetty hoarding in bold pose. It became so trendy that it resulted in more than 40 accidents at Punjagutta circle as drivers were distracted. After a few police complaints, we had to remove it.”
Vedam: A Bold Film Ahead of Its Time
Produced in 2010, Vedam was revolutionary at that time. It was amongst the first Telugu movies to play around with a multi-narrative plot, combining five different stories into one and concluding at a heart-pumping climax. The movie starred Allu Arjun, Manchu Manoj, Anushka Shetty, and many others in roles that were career-defining.
Anushka Shetty’s performance of Saroja, a prostitute who craves dignity and autonomy, was widely praised. The actress shattered myths and played one of the most subtle roles in Telugu cinema that year.
Her daring appearance for the role, which was also shown in the now-notorious hoarding, became a defining image for courage, sensuality, and vulnerability all at the same time.
Impact and Legacy
The Vedam hoarding accident was perhaps responsible for accidents, but it also initiated discussions about daring images, female-oriented roles, and public sensitivity. It revealed the thin line between artistic freedom and public safety — a dilemma that the film industry still cannot escape from.
For Anushka Shetty, this film solidified her reputation as a bold actress willing to take on difficult and contentious roles. For director Krish, it provided an unforgettable page in his career as a filmmaker who is not afraid to go out on a limb in telling stories and promoting.
Even now, film buffs and industry people remember Vedam not just for its tale-telling excellence but also for that legendary hoarding — ironically enough, which generated as much interest as the movie itself.
Promotions and Public Sensitivity
This event is also a case study in the intersection of film promotion and public infrastructure and civic responsibility. While flashy imagery is necessary to engage audience attention, location, format, and content choices have unintended repercussions.
In the current era of internet marketing and viral phenomena, such billboards might have been replaced with online chatter, but what Vedam’s campaign learns remains applicable. Creativity in promotion has to go hand in hand with foresight and an understanding of public effects.
Read Also :- Kuberaa Promotions Set to Light Up Mumbai: Dhanush and Nagarjuna Join Forces on June 10
Final Thoughts
The saga of the Vedam poster at Punjagutta circle is one of the few instances in Indian cinema where a movie’s promotion turned into a phenomenon independently, though not on purpose. Although it may seem unbelievable at initial glance, it is a testament to how strong film imagery may be in creating public response.
As director Krish remembered with a smile (and perhaps with a touch of nervousness), this event might have wrought havoc in the real world — but it contributed to the film’s mythical reputation.
In a city as cinema-crazy as Hyderabad, sometimes one has to do no more than present a single billboard to halt traffic — literally.
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