How Dinesh Vijan became Indian cinema's monster hitmaker
One reason why Maddock is a behemoth in Bollywood is the horror comedy universe that has become its trump card. Unlike YRF's spy universe, it's distinctly Indian, with stories set beyond the metros—Chanderi for Stree, Arunachal Pradesh for Bhediya (2022) and the Konkan region for Munjya (2024). Vijan hadn't conceived the universe when Stree (2018) was being developed. But advice from Hollywood producer Charles 'Chuck' Roven in 2012-13 over dinner in Los Angeles had stayed: 'Build your own box, build your characters.' After Stree became a surprise superhit, Vijan did just that. By interspersing characters from the films (Stree, Bhediya and Munjya), Vijan has built himself an IP (intellectual property) that's reaping dividends at the box office. Maddock has announced eight more titles in the universe, with films flowing until 2028. This year's addition will be Thama, featuring Ayushmann Khurrana and Rashmika Mandanna and set in the South.
WITHOUT SUPERSTARSHorror comedies are only part of Maddock's bouquet. There are family comedies and romances like Hindi Medium (2017), Bala (2019) and Luka Chuppi (2019), historic/ mythology which started with Chhaava and armed forces dramas (Skyforce and the upcoming Ikkis). 'We like making artistic films that resonate with a new, emerging India,' says Vijan. 'Ours is a content-first approach. Anyone who has a whacked-out idea comes to us first, which is good.' What is even more impressive is that Maddock has hit the peak without banking on superstars. None of the three Khans, Ranbir Kapoor or Alia Bhatt has done a Maddock film yet. In fact, Maddock has contributed to the star content of actors like Deepika Padukone (Love Aaj Kal in 2009 and Cocktail in 2012) and Rajkummar Rao (the Stree films). But stars have wised up: Akshay Kumar had a small but significant part in Stree 2. For Vijan, it's more important to find stories that do justice to a star's presence.Vijan's approach is to not tie up directors with contracts. 'You feel free. You can express yourself better,' says filmmaker Laxman Utekar, who has directed four Maddock films, including Chhaava. 'Dino doesn't sit with a calculator; he is emotionally involved in the film.'advertisement
Each Maddock film begins with a tribute to Dino's father, Prem, a Mumbai-based businessman who inspired Vijan profoundly, including passing on the filmi keeda by taking him to the movies every Sunday. Vijan studied for an MBA in Mumbai and worked as an investment banker before pivoting to films. 'Without him, I wouldn't be the person I am, make the films I do and go through the hurdles I did,' he says. Vijan credits his father with shaping his understanding of India by exposing him to the country's diverse realities and cultures during their family trips. 'I can't tell you the soft value of it. It is priceless.' Films like Badlapur (2015), Luka Chuppi, Zara Hatke Zara Bachke and Sector 36 (2024) demonstrate Vijan's affinity for stories set in a lesser-seen India. 'India no longer looks to the West in an aspirational manner. We want stories about ourselves,' says Vijan.advertisementFORMULA FOR SUCCESSVijan admits that he isn't the most social person, but he values relationships and keeps a tight inner circle. It includes his sisters, Poonam and Pooja (both producers at Maddock); Sharada Karki Jalota, who helms creative; Ashni Parekh, who handles legal; and Homi Adajania, the director who has been with the studio since his debut film, Being Cyrus (2005). Vijan shuns showbiz glitz and prioritises personal life. A father to twins, he tries to reach home before they go to bed at 8 pm. He calls his wife Pramita his 'lady luck'; the two tied the knot in 2018.'Dinesh sir is focused on finding stories from our culture and history. With that, you can jump genres,' says Vicky Kaushal, who acted in the Maddock hits Zara Hatke Zara Bachke and Chhaava. Also, Maddock relies on internal screenings to get feedback, with Vijan taking the lead on cutting eye-catching trailers and sitting on music sessions. The India-first outlook has empowered Vijan to consolidate his victories. Stree's success emboldened him to up the budget for part II. 'Do it bigger, better, madder and crazier,' he says. For Munjya, he spent nearly 60 per cent of the Rs 45 crore budget on visual effects to develop the titular character, a vengeful, annoying spirit. By far, his biggest gamble was Chhaava, a Rs 200 crore budget historical action drama on Chhatrapati Sambhaji Maharaj. 'It was my biggest fear as I was navigating uncharted territory,' says Vijan. The film released in February and is Hindi cinema's biggest grosser for 2025 thus far. Vijan isn't even done with 2025—up next is the romance Param Sundari with Siddharth Malhotra and Janhvi Kapoor; Thama is expected during Diwali; and there is Ikkis, a father-son story on the 1971 war hero Arun Khetarpal, with Dharmendra, Jaideep Alhawat and Agastya Nanda.advertisement
Maddock's stars are rising, but Vijan is aware of the testing times for the industry. 'Just our films working is not enough,' he says. 'Among the four to five main players, there is camaraderie and conversation on how we can help increase the overall pie.' Maddock has had its share of setbacks, with films like Agent Vinod (2012), Raabta (2017), Love Aaj Kal 2 (2020) and Roohi (2021). Kriti Sanon, who has been associated with Maddock since Vijan's ill-fated directorial debut Raabta, has seen Maddock grow from a 'cosy place' to a 'huge building' in Santa Cruz. 'He has learned from every film that hasn't worked,' she says. 'He analyses what he could have done differently and what didn't work in the film objectively.'advertisementVijan isn't letting success get to his head. 'I want Maddock to succeed me. So long as I am hitting it correctly, I should lead it. But at any point if I can't, I'd like to hire the guy who is better than me.' For now, though, everybody wants a piece of Dino.Subscribe to India Today Magazine- Ends
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