Shilpakala Vedika, the venue for the International Anti-Drug Abuse Day event saw participation from prominent Telugu film industry figures, including stars like Ram Charan, Vijay Devarakonda, and other celebrated actors, producers, and directors. The glitzy gathering, replete with impassioned speeches and pledges to foster a "Drug-Free Telangana," was a spectacle meant to inspire the state’s youth. Yet, beneath the surface of this noble initiative lies a troubling hypocrisy that demands scrutiny: the Telugu film industry, or Tollywood, has a checkered history with drug abuse, and its failure to address its own complicity raises questions about the sincerity of its public posturing.

Chief Minister Reddy said, “We are committed to making Telangana a drug-free state,” Reddy declared, urging celebrities to leverage their influence to steer young fans away from narcotics. Ram Charan spoke passionately about the need for a clean society, while Vijay Devarakonda urged youngsters to “say no to drugs” and pursue their dreams with clarity.

However, the irony of Tollywood’s participation was not lost on observers familiar with the industry’s past. Just a few years ago, under the Bharat Rashtra Samithi (BRS) government, a sensational drug scandal rocked the Telugu film industry. In 2017, a major drug bust by the Telangana Excise Department and Special Investigation Team (SIT) led to the questioning of several high-profile Tollywood personalities, including actors, directors, and producers.

The investigation uncovered a nexus involving cocaine and other banned substances, with allegations that some celebrities were not just users but also facilitators in a broader drug network. Names like Puri Jagannadh, Ravi Teja, and Tanish were among those summoned, sending shockwaves through the industry and its massive fan base. The case, which garnered nationwide attention, exposed the dark underbelly of Tollywood’s glitzy facade.

Despite the initial furore, the investigation fizzled out under the BRS regime, with critics alleging political interference and a lack of will to pursue the case to its conclusion. As of June 2025, the case remains under investigation, with little progress reported. Posts on X from October 2024 reflect public frustration, with users like @pulseoftelangan demanding that the case be reopened and culprits brought to justice to deter future drug use in the industry. “The BRS government buried the Tollywood drugs case. It’s time to dig it up and expose those who tarnish the industry’s image,” the post read, echoing a sentiment shared by many who feel the industry has dodged accountability.

The Telugu film industry wields unparalleled influence in Telangana and Andhra Pradesh, where heroes like Mahesh Babu, Allu Arjun, and Ram Charan command cult-like followings, particularly among the youth. Fans often emulate their matinee idols, from fashion choices to lifestyle habits, making the industry’s role in shaping societal behaviour undeniable. This makes Tollywood’s participation in anti-drug campaigns both powerful and problematic.

While stars preaching against drug use may resonate with fans, the industry’s failure to clean its own house undermines its credibility. The Film Chamber of Commerce, Movie Artists Association (MAA), and Producers and Directors Councils have been conspicuously silent on addressing internal drug issues, focusing instead on public relations exercises like award ceremonies and government collaborations.

Chief Minister Reddy’s recent overtures to Tollywood, including his high-profile engagement at the Telangana Gaddar Film Awards on June 14,  signal a strategic alliance with the industry. Reddy has urged Tollywood to draft a vision document to contribute to Telangana’s ambitious $3 trillion economy goal by 2047, positioning Hyderabad as a global film hub.

Yet, his administration’s silence on the stalled drug case raises questions about whether political expediency is trumping accountability. Critics argue that the state government must take stringent action against those involved in the 2017 scandal to set a precedent. “If the government is serious about a drug-free Telangana, it should start with Tollywood. Punish the guilty, and send a message to the youth that no one is above the law,” said a Hyderabad-based social activist, speaking on condition of anonymity.

The 2017 drug case is not an isolated incident. Reports of substance abuse in Tollywood have surfaced periodically, with whispers of late-night parties and easy access to narcotics in elite circles. The industry’s high-pressure environment, coupled with its wealth and glamour, creates fertile ground for such vices.

Yet, instead of introspection, Tollywood’s response has often been defensive, with influential figures closing ranks to protect their own. The MAA, for instance, has focused on resolving petty disputes among actors rather than addressing systemic issues like drug abuse. Similarly, the Film Chamber of Commerce has prioritized infrastructure demands over ethical reforms, leaving the public skeptical of the industry’s commitment to change.

The state government’s role in this saga is equally critical. While Reddy’s anti-drug campaign is a step in the right direction, it risks being reduced to a photo-op without concrete action. The Jogulamba Gadwal District Police’s recent anti-drug awareness event on June 25, underscored the police’s commitment to eradicating drugs, but the focus remains on grassroots efforts rather than high-profile offenders. The government must revive the 2017 investigation, ensure transparency, and impose strict penalties on those found guilty, regardless of their status. Only then can Tollywood’s participation in anti-drug campaigns carry weight.

For the youth of Telangana and Andhra Pradesh, who idolize their screen heroes, the stakes are high. A star’s endorsement of a drug-free lifestyle can inspire change, but only if it is backed by authenticity. The government and Tollywood must work in tandem to root out drug abuse within the industry, ensuring that those who preach sobriety practice it too. As one X user poignantly noted, “Heroes should be role models, not enablers. Clean up Tollywood, and the youth will follow.”

As the anti-drug campaign gains momentum, the onus is on both the state and the film industry to move beyond rhetoric. Reviving the 2017 case, enforcing accountability, and fostering a culture of integrity within Tollywood are non-negotiable steps toward a truly drug-free Telangana. Until then, events like the one on June 26 risk being seen as little more than a star-studded distraction from a problem that continues to fester in plain sight.