In an industry where bold promotional stunts often come and go with fleeting attention, few incidents remain etched in public memory. One such unforgettable episode occurred in 2010, when a billboard featuring Telugu superstar Anushka Shetty became the unintended cause of over 40 traffic accidents at one of Hyderabad’s busiest intersections.
The billboard, meant to promote the anthology drama Vedam, drew such intense public attention that the police had to intervene and have it removed. Ironically, while the advertisement made waves on the streets, the film itself struggled to find commercial success.
The Backstory: An Experimental Film With Bold Themes
Directed by Radhakrishna Jagarlamudi, popularly known as Krish, Vedam was a serious and socially conscious film that broke from the norms of mainstream Telugu cinema. Featuring a powerful ensemble cast that included Allu Arjun, Manchu Manoj, Anushka Shetty, and Manoj Bajpayee, the film explored the lives of five people whose paths converge during a terror attack in Hyderabad.
The film was lauded for its storytelling, mature themes, and its daring portrayal of characters, particularly Anushka Shetty's role as a sex worker—a first for the leading actress known for glamorous roles in Telugu cinema.
The Billboard That Became a Traffic Hazard
To promote Anushka’s unconventional role, the film’s team used a provocative image of the actress dressed in a yellow saree, striking a seductive pose. This image found its way onto a giant hoarding placed at Punjagutta Circle, a high-traffic junction in Hyderabad.
What followed was nothing short of chaos.
In a recent interview with 123Telugu, director Krish revealed, “As part of the film’s promotions, we had unveiled a giant hoarding featuring Anushka in a seductive pose. The hoarding became such a rage that it caused more than 40 accidents at the Punjagutta Circle.”
Drivers were reportedly distracted by the striking image, leading to minor collisions, traffic jams, and eventually multiple complaints lodged with the local traffic police. Concerned for public safety, authorities demanded that the billboard be taken down immediately.
The Irony: Promotions Outshined the Box Office
While the billboard created a frenzy, Vedam unfortunately didn’t perform as well at the box office. Despite positive critical reviews, the film made only ₹10 crore in its opening weekend, failing to recover its production costs.
However, Vedam would eventually earn its due as a cult classic. It went on to win five Filmfare Awards South and two Nandi Awards, and is now widely regarded as one of the most significant Telugu films of the 2010s.
Anushka Shetty: From Controversy to Career Milestones
For Anushka Shetty, the bold role in Vedam turned out to be a stepping stone toward a new phase in her career. The same actress who drew headlines for a traffic-halting billboard would later go on to become the first female Telugu star to deliver a solo blockbuster with Rudhramadevi in 2015.
That same year, she also earned global recognition for her role as Devasena in the Baahubali franchise, solidifying her position as a top-tier performer in Indian cinema. She is now set to reunite with director Krish for a new project titled Ghaati, slated for release on July 11.
Reflections: When Promotion Overpowers the Product
The Vedam billboard saga is a fascinating reminder of the fine line between bold marketing and public safety. While the hoarding did generate buzz, it also overshadowed the film’s essence—a socially driven narrative meant to provoke thought, not just attention.
Interestingly, what didn’t work for Vedam commercially has worked for it in retrospect. The film is now praised for its ambition, ensemble performances, and willingness to address difficult themes in a largely escapist industry.
And as for the billboard that stopped traffic—well, it has secured a curious place in Tollywood history as perhaps the only movie poster to cause literal roadblocks.
