Vijay Devarakonda got a big hit with Arjun Reddy. As the character became ultra famous, he is using it as an identity to build a brand around it.
Shah Rukh Khan once said that the global star Shah Rukh Khan is a brand and he is working for him.
Similarly, Vijay is trying to build his image to the level that he is considered as a brand. Rowdy appraisal is one such step.
He distributed free ice creams and released photos of his half-naked body to promote his brand clothes. Also, for his first Filmfare award winning function, he took a fan with him.
While these all come across as sweet and good gestures, actually they are promotional strategies applied by Vijay to keep his name alive in public memory.
We got to know that Bombay Quan is spear heading this campaign for him and he is giving nod to all the ideas he like.
Well, could he not find a Hyderabadi brand promoter? Anyways, the company is definitely doing a great job.