The “Pushpa” star, Allu Arjun, finds himself at the center of a digital firestorm following explosive claims made by a brand manager in a recent podcast. What started as a viral clip on the talk show Sweetkriti Talks has now escalated into a high-stakes legal battle. Team Allu Arjun has officially broken its silence, refuting all allegations and initiating defamation proceedings against those responsible for what they term “malicious” misinformation.
The controversy erupted when Kaveri Baruah, a brand manager, appeared on a podcast hosted by Sweekriti. During the session, Baruah alleged that before meeting the National Award-winning actor, she was handed a comprehensive list of “42 Dos and Don’ts.” The most sensational claim—which set social media ablaze—was the supposed instruction that “no one should look the actor directly in the eye.”
According to Kaveri Baruah’s narrative on Sweetkriti Talks, the professional approach to Allu Arjun involves navigating a minefield of rigid protocols. She claimed that his team enforces these rules strictly to maintain a specific environment around the superstar. Netizens quickly picked up the “eye contact” allegation, leading to a polarized debate online. While some defended the need for professional boundaries for a star of his stature, a vast majority of social media users criticized the alleged behaviour as “arrogant” and “unbecoming.”
The video clip garnered millions of views across YouTube and Instagram within hours, prompting a PR nightmare for the actor’s camp.
Refusing to let the narrative spiral further, Team Allu Arjun issued a formal press note on their official platforms. The statement categorically denies every claim made by the brand manager.
“We wish to clarify that the comments and allegations made about Mr. Allu Arjun on a recent digital platform are completely baseless and untrue,” the press note stated. The team further emphasized that such stories aim to tarnish the actor’s hard-earned reputation. To ensure accountability, the statement confirmed that their legal team is currently “initiating defamation proceedings” against both the brand manager and the platform that aired the claims.
The actor’s team maintains that while they follow professional standards during brand collaborations, the “42 rules” story is a work of fiction designed to generate “cheap publicity.”
The drama took a sharp turn when the host, Sweekriti, deleted the controversial podcast from YouTube and Instagram. However, the deletion did not signal a truce. According to reports by the Times of India, Sweekriti alleges that she and her team faced “coordinated harassment” from the actor’s PR machinery following the video’s viral success.
Sweekriti claimed that the pressure to take down the content was immense and that the actor’s representatives were “unnecessarily harassing” them. Despite removing the content, the digital footprints of the interview remain, and the legal threat continues to loom over the creators.
While the internet remains divided, members of the Telugu film industry have rallied behind Allu Arjun. Rajasekhar Aningi, Allu Arjun’s co-star from the Pushpa franchise, spoke out against the allegations in an interview with India Today.
Aningi dismissed the claims as a desperate attempt at gaining clout. “This is nothing but cheap publicity,” Aningi stated, defending the actor’s character. He noted that in his years of working with Allu Arjun, he never witnessed any such “rules,” describing the actor as a humble and dedicated professional. Aningi’s defense suggests that the industry perceives these claims as an attack on one of their biggest icons during a crucial phase of his career.
As the legal proceedings begin, industry analysts are looking at the weight of both sides. On one hand, brand managers often deal with the complex inner workings of celebrity PR, where protocols are indeed common. On the other hand, the specific nature of these claims—particularly the “eye contact” rule—resembles urban legends often used to villainize high-profile celebrities.
Team Allu Arjun’s decision to move to court indicates they are confident that no such written or verbal “list” exists. For the public, the controversy highlights the growing tension between influencers/podcasters and traditional celebrity management.
The legal battle will likely determine whether the “42 rules” were an exaggerated professional protocol or a complete fabrication. For now, Allu Arjun remains focused on his upcoming projects, including the highly anticipated AA22 x A6 and AA23 x Lokesh Kanagraj.
However, this incident serves as a stark reminder of how quickly unverified claims can impact a star’s image in the age of viral podcasts. Whether Sweekriti and Kaveri Baruah can provide evidence for their claims in court remains to be seen. Until then, the “Icon Star” continues to hold his ground, supported by a legal team determined to clear his name.
