According to filmmaker Karan Johar, we should stop classifying movies and treat them all as Indian productions. He continued, saying that movies should instead be "like SS Rajamouli sir said this is Indian cinema" rather than being "Bollywood, Tollywood, etc." He was talking at a recent Brahmastra promotional event in Hyderabad.

Karan stated, "We, in our own tiny way, are trying to reach every corner" when discussing movies and the labels of Bollywood or Tollywood (of the country with our film). This is Indian cinema, as SS Rajamouli sir stated. Let's not use any other names for it. We continue to give it wood from Tollywood and Bollywood. We have left the woods and are no longer in them. We proudly contribute to Indian cinema. Now, every single movie will be from Indian cinema.

At a time when most high-budget Hindi films failed to make an impact, the Kannada film KGF Chapter 2 and the Telugu film Pushpa the Rise experienced widespread box office success. Many argued that Bollywood needed to reinvent its filmmaking and try to understand what the audience wants when stars like Akshay Kumar, Ranbir Kapoor, and Ranveer Singh failed to draw crowds to the theatres. Since then, Hindi filmmakers have insisted that it is time to make Indian films, without limiting them to the language in which they are made, given the exposure that digital platforms offered to the audience.

As a producer, Karan Johar is supporting Ayan Mukerji's ambitious endeavour Brahmastra. The sci-fi film, which stars Amitabh Bachchan, Ranbir Kapoor, Alia Bhatt, Nagarjuna, Mouni Roy, and Alia Bhatt in lead roles, was inspired by Indian mythology. On September 19, the movie will be released in Hindi, English, Tamil, Telugu, Malayalam, and Kannada.

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