‘Saiyaara’: Filmmaker Sanjay Gupta praises YRF’s promotional strategy of Mohit Suri film

Filmmaker Sanjay Gupta is impressed with the way Yash Raj Films handled the promotions for Saiyaara, the debut film of Ahaan Panday and Aneet Padda. The romantic drama, directed by Mohit Suri, hit theatres on July 18 and had a strong opening despite having almost no media buildup before its release.

Gupta took to his X account to praise the makers for choosing to stay away from the usual “overload” of promotional activity, something that has become common in Bollywood over the years. Calling the strategy “genius,” he highlighted how it helped maintain the “freshness” of the lead pair, making their presence on screen more impactful.

“Whoever took the decision at YRF to keep the lead pair of Saiyaara away from all the pre-release interviews, appearances, and podcasts is a genius,” Gupta wrote. ”They kept alive the freshness exclusively for the big screen. And look at how it’s worked,” he added.

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The advance booking for Mohit Suri’s Saiyaara also set a record-breaking precedent with its ticket sales. Directed by Mohit Suri, the film tells the story of Krish (Ahaan), an aspiring singer, and Vaani (Aneet), a lyricist who writes for Ahaan’s character.