Sell Story, Not Actors: Mohit on No-Promotion Strategy of Saiyaara
In the world of Bollywood, it’s not uncommon for filmmakers to heavily promote their movies with elaborate marketing campaigns, featuring the lead actors in various advertisements and promotional activities. However, director Mohit Suri took a unique approach with his film Saiyaara, starring Ahaan Panday and Aneet Padda. Instead of promoting the actors, he focused on selling the story. In a recent interview with News18 at the News18 Townhall, Suri opened up about the no-promotion strategy of Saiyaara, which has garnered attention in the industry.
Suri explained that the decision to not promote the actors was a deliberate choice to shift the focus from the cast to the content. “It was about ‘Let’s talk about the content. Let’s sell the story…not the actors, because they were new,'” he said. By doing so, Suri aimed to create a buzz around the movie’s storyline, rather than relying on the popularity of its lead actors.
This approach was not a marketing strategy, but rather a return to traditional ways of promoting newcomer films. In the past, filmmakers focused on promoting the story and the film’s concept, rather than relying on established stars to carry the campaign. Suri’s decision to follow this approach shows that he is willing to take risks and think outside the box to promote his film.
Saiyaara, a romantic thriller, tells the story of two individuals who fall in love amidst the backdrop of a murder mystery. The film’s unique storyline and gripping plot have garnered attention from critics and audiences alike. Suri’s focus on promoting the story rather than the actors has paid off, as the film has received positive reviews and has been well-received by viewers.
The no-promotion strategy of Saiyaara is not without its challenges. In today’s digital age, where social media plays a significant role in promoting films, it’s easy to get carried away with promotional activities. However, Suri’s approach shows that there is still value in focusing on the story and the content of the film, rather than just relying on the popularity of its lead actors.
Suri’s decision to not promote the actors of Saiyaara has also raised questions about the importance of star power in Bollywood. In recent years, the industry has seen a surge in the popularity of established stars, with many films relying heavily on their popularity to carry the campaign. However, Suri’s approach suggests that there is still room for newcomer films to succeed without relying on established talent.
In conclusion, Mohit Suri’s no-promotion strategy for Saiyaara is a refreshing change in the world of Bollywood. By focusing on the story and content of the film, Suri has created a buzz around the movie that goes beyond the popularity of its lead actors. The success of Saiyaara is a testament to the power of storytelling in film, and serves as a reminder that there is still value in promoting the content of a film, rather than just relying on its lead actors.
