Rajendra Prasad Mohapatra

Bhubaneswar: A month after its premiere, the Odia film Jadi: The Untold Side of If continues to draw packed houses at multiplexes and single-screen cinemas across Odisha, marking a major box-office success for the regional film industry.

Directed by debutant filmmaker DibyajyotiUdayasingh, the comedy-crime drama has challenged the long-held industry perception that regional cinema struggles to retain audiences alongside big-budget pan-Indian releases. Industry analysts point to a combination of relatable storytelling, grassroots digital reach, high production values and positive word of mouth as the key drivers of its sustained run.

Relatable narrative and regional roots

At the heart of the film’s success is its premise, which explores the psychological weight of a single hypothetical decision, symbolised by the title word Jadi (What If).

The narrative moves from a relaxed, character-driven story set in a college and village to a suspenseful drama addressing sensitive contemporary issues. Grounded in authentic Odia settings, this dual-toned structure has helped the film connect with both rural and urban audiences.

Digital reach and strategic casting

The film’s box-office momentum has also been driven by casting that taps into digital content creation networks. Lead actor SailendraSamantaray, alongside Priyambada Swain and AkashHota, brought an established online fan base to cinemas.

Critics note that the film avoids relying on internet-driven gimmicks, with the cast delivering grounded performances. The ensemble, including SushantDasMohapatra as a dynamic police officer, along with Krishna Kar and Rabi Mishra, maintains the film’s emotional and comic rhythm throughout its three-hour runtime.

Veteran lyricist RajaniRanjan highlighted the impact of this strategy, saying, “The film has certainly been made beautifully. However, the extensive grassroots reach of popular digital content creators is what attracted people to theatres in large numbers.”

Technical execution and soundtrack

The film’s technical execution and soundtrack have further boosted its theatrical run. Composed by SomeshSatpathy, with a background score by Abhishek Panigrahi, the music has gained traction across social media platforms, encouraging repeat viewings. The film’s cinematography and production design have also been praised for setting a notable benchmark for first-time directors in the industry.

Industry impact and box-office footfall

Jadi reflects a shift in Odia cinema, with audiences increasingly supporting locally rooted, original content. Positive word of mouth and audience ratings have helped sustain footfall, prompting cinema owners to add extra weekday shows to meet demand.

As audiences continue to fill theatres across the state, Jadi stands as a significant commercial milestone in the evolution of modern Odia cinema.

“I had heard a lot about Jadi, but after watching the film, I found it even better than I had expected. The storytelling is so natural that it keeps the audience engaged throughout. I was so engrossed that I remained glued to my seat even during the interval, so I wouldn’t miss anything. Films with such original content, rooted in our social fabric, should be made to take the industry forward,” said moviegoer Shubhashree Dash.