‘Can We Learn Now?': Sanjay Gupta Applauds YRF's No-Promo Strategy For Saiyaara
Defying industry norms, Saiyaara turned into a box office success with minimal promotion.
At a time when films are often launched with a storm of interviews, social media blitzes and podcast promotions, Saiyaara has chosen a quieter route. And it's paying off. Starring Ahaan Panday and Aneet Padda, the film hit theatres on July 18 and took everyone by surprise with an impressive opening day collection of around Rs 20.50 crore.
What made it stand out even more was the fact that there was no big promotional campaign leading up to its release.
Director Sanjay Gupta, known for films like Kaante and Shootout at Wadala, lauded the film's understated yet impactful promotional approach. He commended Yash Raj Films (YRF), the studio behind Saiyaara, for breaking away from convention and embracing a refreshingly different strategy.
'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," he wrote on X (formerly Twitter). 'They kept alive the freshness exclusively for the big screen. And look at how it's worked (sic)," he added.
Check his post here:
So whoever took the decision at YRF to keep the lead pair of Saiyaara away from all the pre release interviews, appearances and pod casts is a genius. They kept alive the freshness exclusively for the big screen. And look at how it's worked.— Sanjay Gupta (@_SanjayGupta) July 18, 2025
Instead of going ahead with relentless promotions, the makers of Saiyaara reportedly kept their focus solely on the trailer and music. These elements gradually captured attention online, sparking curiosity instead of fatigue. This subtle build-up meant that audiences entered cinemas with fresh eyes, unburdened by pre-release overexposure.
Sanjay Gupta also criticised the film industry's growing reliance on grand promotional blitzes. In a separate post, he reflected on how this trend intensified with the arrival of corporate studios, shifting the way films are marketed and perceived.
'Film business was running smoothly. Then corporates came and tried to rewrite the rules," he wrote, adding that one of their biggest mistakes 'was P&A (Publicity & Advertising)." He said it was just to fleece producers.
Film business was running smoothly.Then Corporates came and tried to rewrite the rules of the game.They screwed up. Big time!!!One of their biggest screw ups was P&A. It was purely to looto producers. Corporates left & producers continue the stupid trend of promotions.1/2— Sanjay Gupta (@_SanjayGupta) July 18, 2025
He compared the Hindi film industry's approach to south Indian cinema, where content is the main focus. 'The South never followed the dumb P&A practice. They did just fine. More than fine. And then come films like '12th Fail' and 'Saiyaara' – straight to theatres. Smash hits with no PR nonsense. Can we please learn our lesson?" Gupta added.
The South never followed the dumb P&A practise.They did just fine. More than fine. And then come films like 12th FAIL and SAIYAARA straight to the theatres. Smash hits with no PR nonsense.Can we please learn our lesson?2/2— Sanjay Gupta (@_SanjayGupta) July 18, 2025
Directed by Mohit Suri, Saiyaara is now being hailed as a fresh example of how a film can achieve box office success without resorting to excessive promotional tactics.
First Published:
July 19, 2025, 16:36 IST
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