After prominent stars like Chiranjeevi and Kamal Haasan, new-age stars Jr NTR and Allu Arjun are now stepping up to support Telangana's anti-drug awareness campaign, sharing powerful video messages with the public.
Allu Arjun’s message emphasizes the importance of reporting drug addiction and helping those in need. He encourages people to contact a toll-free number to connect addicts with rehabilitation centers, stating, “This isn’t punishment, but a way to help them. Together, let’s build a safer and healthier society.” In a post sharing the video on his X handle, the Desamuduru actor wrote, “Let’s unite to support the victims and work towards building a safer, healthier society. Humbled to join this impactful initiative by the Government of Telangana.”
This initiative aligns with Telangana's broader effort to utilize film celebrities to raise awareness about social issues such as drug abuse and cybercrime. According to a producer, the state's move also connects with increased ticket prices for new releases and additional showings, which have led more stars to participate. The producer mentions, “Earlier, Chief Minister K. Chandrashekar Rao said that Telugu film industry bigwigs, who seek government approval for ticket price hikes, should also take responsibility for addressing social issues like drugs and cybercrime.”
The campaign first gained momentum with actor Chiranjeevi’s video against drug abuse, in which he urged the youth to stay away from drugs. This initiative continued with the release of videos promoting drug awareness before the launch of major films, such as the July release of Indian 2, where Tamil stars Kamal Haasan, Siddharth, and director Shankar set a precedent by sharing anti-drug messages.
Following Chief Minister Rao's directive, filmmakers are now required to submit video messages promoting anti-drug and anti-cybercrime awareness when requesting permission for ticket price increases. NTR participated by unveiling a video before the release of his film Devara, and now Allu Arjun has followed suit, sharing a message ahead of his highly anticipated release Pushpa: The Rule. These Telugu superstars, with their massive youth followings, are seen as key figures in spreading awareness and combating these societal issues.
However, experts suggest that stars should go beyond just releasing messages during film promotions. “If actors engage in the campaign more regularly—by releasing video messages and interacting with the youth through social media—this initiative will have a lasting impact and will be more than just lip service,” concludes the producer.
