A Varanasi-based film marketer, Varun Gupta, believes that Aamir Khan's Dangal's reign as the highest-grossing Indian film will likely end before 2027. Gupta, who is associated with Max Marketing and has worked on the marketing campaigns for blockbusters such as Baahubali, RRR, Animal, and Dhurandhar, feels confident that several upcoming films have the potential to surpass Dangal's ₹2070 crore record within the next year and a half.

Dangal achieved its record-breaking status after its release in China and Hong Kong in 2017, where it became the most successful overseas release in the country, setting new box-office collection standards for Bollywood. Prior to its release in China, Dangal had earned a little over ₹600 crore worldwide. In the years since, only a few films, including Baahubali 2 and Pushpa 2, have come close to the ₹2000 crore mark.

Gupta is particularly excited about S.S. Rajamouli's upcoming film, Varanasi, and Dhurandhar 2. He stated that he wouldn't mind overhyping Rajamouli's film because he is confident that the director will exceed expectations. Gupta contrasts this approach with the understated marketing strategy used for Dhurandhar.

Meanwhile, Dhurandhar, directed by Aditya Dhar and starring Ranveer Singh, has already broken records. The film has surpassed Dangal's lifetime domestic collection, earning the title of the Hindi film with the highest domestic earnings. Dhurandhar has also outperformed films such as Salaar and 2.0.

Dhurandhar has achieved numerous milestones, including the highest second-week collection in Hindi cinema. By its 12th day, the film had crossed ₹400 crore and continues to perform well at the box office. It is the only Hindi film to cross the ₹200 crore mark in its second week. Globally, Dhurandhar has crossed ₹1300 crore. In the US, it has become the highest-grossing Indian film ever with $21 million, surpassing Baahubali: The Conclusion, Pathaan, RRR, and Dangal. Within India, Dhurandhar has raked in ₹866.40 crore domestically.

The film stars Ranveer Singh, Akshaye Khanna, Arjun Rampal, and Sanjay Dutt.