Saiyaara, starring debutants Aneet Padda and Ahaan Panday, is set to hit theatres on July 18, 2025. Is YRF taking a bold, offbeat route with its low-key promotional strategy?

(Picture credit: Ahaan Panday Instagram)

We live in an era where visibility often equals success — and Bollywood is no exception. So, can a film starring two complete newcomers really make a mark without any promotional push, especially in today’s fast-scrolling, Insta-driven world? Surprisingly, YRF seems to think so. As Ahaan Panday and Aneet Padda prepare for the release of their debut film Saiyaara, the studio is taking a refreshingly old-school approach. While the trailer shows promise and the songs have already struck an emotional chord, the question remains: is that enough to draw audiences to the theaters?

The '90s Style: When Less Was More in Film Promotions

Before social media dominated the scene and elaborate marketing campaigns became the norm in Bollywood, promoting a film wasn’t a top priority. Filmmakers and actors focused on storytelling and performance rather than strategy. A few interviews or press mentions were enough — yet audiences still lined up at cinemas, drawn purely by content and star power.

In the 1990s, stars like Shah Rukh Khan, Juhi Chawla, Sonali Bendre, Salman Khan, and Aamir Khan didn’t hop cities, visit malls, or dance at promotional events. Their films became cult classics on the strength of their work, not marketing blitzes.

And we don’t even have to go that far back. Take Hrithik Roshan’s debut in Kaho Naa... Pyaar Hai. How much buzz did you hear before its release? Arguably, the film made more noise during its re-releases than in its original run. Yet Hrithik became an overnight star — hailed as the "Greek God" — without any digital buildup or social media frenzy.

Today’s Promotions Are a Full-Time Job

In today’s Bollywood, an actor’s work doesn’t end with the film’s final cut — that’s just the beginning. What follows is often an exhausting whirlwind: city-hopping, endless interviews, choreographed Insta reels, influencer collabs, mall visits, and sometimes even street food stunts. Remember Aamir Khan flipping vada paos for fans during the promotions of Sitaare Zameen Par? Admirable effort, sure — but isn’t it all a bit much?

Which is why YRF’s decision to dial it back with Saiyaara feels like a breath of fresh air.

No Noise, Just Cinema

For debutants Ahaan Panday and Aneet Padda, the studio is ditching the typical promo playbook — no interviews, no city tours, no viral content blitz. YRF is letting the film and its stars speak for themselves — directly, on the big screen. The intent? Keep the intrigue alive and avoid overexposure.

Why This Strategy Might Just Work

In a time when everything is available at the scroll of a finger, mystery is magnetic. YRF’s classic, low-key strategy might actually benefit Saiyaara. Audiences who haven’t already seen the actors everywhere may be more curious to discover them in theatres. Sometimes, less really does create more buzz.

Adding to the anticipation, Saiyaara marks the first collaboration between celebrated filmmaker Mohit Suri and Yash Raj Films. The romantic drama is all set to hit theatres on July 18, 2025.