Vijay Deverakonda, at a recent success meet for Kushi, has thanked his fans and announced that he will be donating ₹1 crore of his income to 100 of his fans' families equally, i.e. giving them ₹1 lac each. Calling his fans family, he has gone on to mention that he will be giving this money to fans' in financial need, be it with college fees, rent or loans. He has also distributed a Google docs form online, asking people to fill details, in order to be vetted for the said financial aid. 

But this move has not gone well with Abhishek Pictures, who have distributed Vijay's film World Famous Lover in 2020. Taking to X, formerly known as twitter, to express their disappointment, the production house's handle writes, "Dear Vijay Deverakonda, we have lost ₹8 crores in the distribution of World Famous Lover, but no one responded over it!! Now as you are donating ₹1 crore to families with your big heart, kindly requesting and hoping for you to save us and our exhibitors and distributors families also." 

World Famous Lover, written and directed by Kranthi Madhav, also stars Aishwarya Rajesh, Raashi Khanna, Catherine Tresa and Izabelle Leite. The film, a romantic drama with stories within a story format, was produced by KA Vallabha and KS Rama Rao under the banner Creative Commercials. Gopi Sundar composed the film's music, with cinematography by Jaya Krishna Gummadi and editing by Kotagiri Venkateswara Rao. The film opened to negative reviews and performed dismally at the box office.

Vijay Deverakonda is yet to respond to the situation.