In an era where Bollywood debuts are often louder than the films themselves, Mohit Suri and Yash Raj Films made a move that no one saw coming. Their new romantic drama Saiyaara, starring newcomers Ahaan Panday and Aneet Padda, opened with a massive ₹20 crore on Day 1, placing it behind only Chhaava, Sikandar, and Housefull 5. The unexpected success wasn’t the result of traditional promotions or celebrity appearances. In fact, it was the complete absence of them that turned heads.
There were no chat shows. No clickbait interviews. No gimmicky mall events or behind-the-scenes reels. Instead, Saiyaara banked on a different kind of pull. The title track, a soulful blend of emotion and melody, became a runaway hit on social media. Composed by Tanishk Bagchi, Arslan Nizami, and Faheem Abdullah and penned by Irshad Kamil, the song took over reels and playlists long before the film hit theatres. That organic engagement turned into anticipation, and eventually, box office gold.
Filmmaker Sanjay Gupta even praised the unconventional strategy, calling the decision to withhold the lead pair from pre-release exposure “genius.” It preserved the freshness for the big screen, allowing the audience to meet Ahaan and Aneet as their characters, not as overexposed internet faces.
Mohit Suri, speaking in an interview, revealed the plan was deliberate. Together with producer Akshaye Widhani and YRF head Aditya Chopra, the team agreed that early media rounds would dilute rather than enhance the film’s impact. Instead, the idea was to let the audience meet the actors through their characters, not through staged interviews or viral memes.
The approach echoes what Suri once did with Aashiqui 2. Aditya Roy Kapur and Shraddha Kapoor were kept under wraps before the release, letting the movie and music speak for itself. That formula worked then, and with Saiyaara, it has worked again. Viewers aren’t talking about off-screen antics or PR games. They’re talking about the chemistry, the story, and the songs.
With ₹20 crore already in the bag on opening day and strong word-of-mouth driving footfall, the film is on track for a solid run. The early numbers show that authenticity, when packaged right, can outperform even the most expensive PR blitz.
In a crowded market full of noise, Saiyaara has reminded the industry that sometimes the quietest moves are the loudest successes.
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