Sometimes, a side character ends up stealing the entire spotlight-and that’s exactly what happened with Jameel Jamali.

In Dhurandhar, while big stars led the film, it was this unexpected character that truly took over the internet. From his expressions to his dialogues, everything became meme material. His iconic line quickly went viral, turning into a full-blown social media trend.

But what’s even more interesting is how brands reacted. The moment the character started trending, brands across categories jumped in with creative posts, using his dialogues and personality to connect with audiences.

This wasn’t just popularity-it became a marketing opportunity.

Why did it work? Because the character felt raw, relatable, and perfectly fit meme culture. In today’s world, where attention spans are short, anything that can spark memes instantly wins.

This moment proves one thing clearly: you don’t need to be the main hero to dominate conversations.

Sometimes, one viral character is enough to take over the entire internet-and even brands follow the trend.