The film was given mixed reviews by most critics but became one of the highest-grossing films of the year, as well as Rao's biggest commercial success to date.
Taran Adarsh wrote, "Amrita Rao gets a new lease of life with Vivah.
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She looks the character and is splendid all through." Rao was cast alongside Mahesh Babu in the 2007 Telugu action film Athidhi.
The film was directed and co-written by Surender Reddy. She received mostly positive reviews, with critics praising the chemistry between Rao and Mahesh Babu.
The film faced competition from other films such Raaz 2 and Dev D and failed to do well.
With a huge budget, it only managed to gross That same year, Rao took on the lead role in Neeraj Vora's comedy drama Short Kut: The Con is On opposite Akshaye Khanna, produced by Anil Kapoor.
Rao's roles in Welcome to Sajjanpur (2008) and Main Hoon Na (2004) earned her a Stardust Best Actress Award and a Filmfare Best Supporting Actress Award nomination respectively.