Our celebrity vocabulary was recently updated with a new word -- Virosh -- a name fans have given to actors Rashmika Mandanna and Vijay Deverakonda. Their lavish wedding in Udaipur last month, followed by a series of post-wedding celebrations, appearances and fan interactions, looked like more than just a personal milestone. It looked like the beginning of something larger. The love story was central, of course, but it also evidently paved the way for something else: the shaping of a brand.
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In many ways, Rashmika and Vijay may be among the first South Indian celebrities to consciously extend their popularity and their promise of 'together forever' into something more structured and visible.
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