No tours or Insta reels: YRF goes old-school way with ‘no promotions' for Aneet Padda-Ahaan Panday's Saiyaara, a good move?

Pink Villa

a day ago

We are living in the time of 'jo dikhta hai wahi bikta hai'. This applies to Bollywood too. Now, can you imagine that in this fast-paced, Insta-addicted generation, two totally new actors and their passion project survive without any promotions? Well, looks like YRF is going the old-school way for Ahaan Panday and Aneet Padda as they gear up for the release of their debut film, Saiyaara. Although the trailer looks very promising, the songs have already touched hearts. But is that enough to pull people towards the theaters?
The '90s strategy of not 'over-exposing films'
Before the advent of social media trends and advanced marketing strategies in Bollywood, film promotion wasn't a primary concern for filmmakers and producers. Actors would dedicate themselves to their craft, give their 100% and conduct a few interviews prior to a film's release. Despite the lack of aggressive promotion, audiences would still flock to theaters to watch the film.
In the 1990s, actors like Shah Rukh Khan, Juhi Chawla, Sonali Bendre, Salman Khan, or Aamir Khan didn't travel to different cities, visit malls, or perform for fans to promote their films. Yet, their movies achieved cult classic status.
We don't need to look that far back. Think about Hrithik Roshan's debut. How much did you really see or hear about him before Kaho Naa Pyaar Hai premiered? It's fair to say we heard more about the film when it was about to be re-released than when it first hit theaters. Despite that, he still became an overnight sensation and the "Greek God" without any social media fanfare.
Filmmakers and Producers go overboard with promotions these days
Today, an actor's role extends far beyond the film's wrap, which is merely half the task. The subsequent phase, a true nightmare for many, involves a relentless schedule: continuous travel, city tours, diverse promotional strategies, non-stop interviews, and countless other demands. A prime example is Aamir Khan's pre-release promotions for Sitaare Zameen Par, where he was seen making vada pao for fans on the streets. Isn't that a bit excessive?
Well, thankfully, Ahaan Panday and Aneet Padda are not made to go through so much. YRF has not arranged any interviews, city tours, Insta reels, influencer interactions, as they want to keep the curiosity of the audiences alive. The makers want everyone to see the two debutants directly on the big screen, without over-exposing them on social media.
Why we think YRF's move will work
YRF's old-school masterstroke could be a good move because people love mystery. This strategy might prove to be a win-win for the film and the actors, as audiences, away from social media over-exposure, may be enticed to buy tickets to discover what's in store for Aneet and Ahaan. Don't you agree?
Saiyaaara marks the first collaboration between acclaimed director Mohit Suri and Yash Raj Films. It is all set to hit the theaters on July 18, 2025.