With Saiyaara, Mohit Suri and Yash Raj Films have once again proved the power of a well-crafted formula.
What is the first thing that pops up on your feed when you open your Instagram handle these days? Of course, it is either Ahaan Panday, Aneet Padda or a clip from their recently released movie, Saiyaara. In just four days, the film has crossed the Rs 100 crore mark at the box office and is getting an overwhelming response from the audience.
It is worth noting that the film followed nearly a ‘no promotion strategy’. Mohit Suri’s directorial stars fresh faces – Ahaan and Aneet. They made no public appearances before the film’s release, had no collaborations with influencers, were low-key on their respective social media handles, and spoke to none of the media houses.
But despite everything, what worked for Saiyaara? It’s strong storyline and of course, no promotions strategy.
Saiyaara revolves around Krish Kapoor, an aspiring singer, and Vaani Batra, a budding journalist. As their love blossoms, they find themselves up against numerous odds. Set to a soundtrack that’s already winning hearts, the film blends romance, ambition, and emotional drama.
Recently, filmmaker Sanjay Gupta also praised Saiyaara makers for their silent marketing strategy. “So 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. They kept alive the freshness exclusively for the big screen. And look at how it’s worked,” he posted on X.
Prior to this, in an interview with Just Too Filmy, Mohit Suri also shared that the silent marketing was a strategic call taken in consultation with producer Akshaye Widhani and YRF head Aditya Chopra. “Until the two actors don’t have anything behind them to talk about, the conversation will be filled with questions like ‘Who is the prankster on set?’ or ‘How is it working with Mohit Suri?’ It’s all redundant stuff,” he said.
With Saiyaara, Mohit Suri and Yash Raj Films have once again proved the power of a well-crafted formula. In an era where pre-release hype often overshadows actual content, Saiyaara stands out by letting its quality speak for itself.
