Contrary to the expected quenching, unprecedented and remarkable enhancement is observed in the fluorescence of an anionic fluorophore, 8-anilino-1-naphthalene sulfonate, with the addition of bromide ion in cationic cetyltrimethylammonium bromide micellar medium. Electrostatic pushing effect of the halide ion on the anionic fluorophore that forces the probe to penetrate further into the micellar interior has been assigned to be responsible for the novel observation. Experiments with other probes and surfactants propose that the electrostatic pushing effect is rather a general phenomenon. While applying to the ionic drugs in real biosystems, potential application of the unorthodox effect remains in enhancing the solubilization of the drugs into the active target region leading to a radical enhancement in the drug efficacy.