Ruru Madrid declines endorsements, chooses projects aligned with faith

Actor says Cinemalaya film “Hand of God” aligns with values despite career challenges.

As Ruru Madrid gears up for the premiere of his Cinemalaya 2026 film “Hand of God,” the actor is proving that pursuing challenging roles does not mean compromising the values he holds closest.

Ahead of the opening of this year’s Cinemalaya Philippine Independent Film Festival, the Sparkle star candidly shared how being a devoted member of the Iglesia Ni Cristo influences the decisions he makes in his career. While he admitted that his faith sometimes presents challenges, he emphasized that it has never prevented him from growing as an actor.

During his guest appearance on “Fast Talk with Boy Abunda,” Ruru was asked whether his religious beliefs have limited the kinds of characters he can portray.

“I’m going to be honest, Tito Boy. Of course, it is challenging as an actor,” Ruru said in Filipino.

The actor explained that his responsibility goes beyond delivering a convincing performance. Knowing that many people, particularly fellow Iglesia Ni Cristo members, look up to him, he has become more thoughtful about the projects he accepts.

Before signing on to a film or television project, Ruru said he openly discusses his role with producers and directors to determine whether certain scenes or elements can be adjusted when necessary.

“But I wouldn’t say it’s a limitation, kasi pwede naman po ’yon maipaalam,” he said.

His faith has also led him to pass on opportunities that conflict with his beliefs. Ruru revealed that he has declined endorsement offers for alcoholic beverages and gambling, both of which are prohibited by his religion.

Despite these boundaries, the actor clarified that portraying characters from different religious backgrounds is not automatically an issue. He cited his unreleased historical film “Los Salvajes Bravos,” in which his character undergoes a Catholic baptism.

“Ang story po niya, Tito Boy, kami po ang mga dinala na mga Pilipino o mga Igorot na dinala po sa Spain during the 18th century,” he explained.

Ruru added that the story is set centuries before the Iglesia Ni Cristo was established, making the role historically appropriate. “And during that time, Iglesia Ni Cristo did not exist yet,” he added.

Whenever a role requires clarification, the actor said he submits a written explanation, or salaysay, to church leaders. According to him, these are generally approved because acting is his profession and the context of the role is carefully considered.

He also shared that he no longer seeks permission for romantic scenes, including kissing scenes, as long as they serve the story and are part of his work as an actor.

“Actually, I don’t usually ask permission for these kinds of scenes anymore because I think they understand that these are things actors regularly do,” he said, adding that he doesn’t want to limit himself, especially now that he considers this stage of his career his “era of expansion.”

Following his work on the historical drama “Los Salvajes Bravos,” Ruru is now set to headline Mark Duane Angos’ “Hand of God,” one of the featured full-length films in this year’s Cinemalaya 2026, as he continues to embrace more challenging projects while staying grounded in the principles that define him both on and off screen.

READ: