Glamorous trailer launch — but a quieter promotion plan ahead
The trailer of Dhurandhar premiered at Mumbai’s Nita Mukesh Ambani Cultural Centre in a glittering event attended by the film’s team, the media and nearly 2,000 Ranveer Singh fans. Despite the fanfare, makers Jio Studios and B62 Studios have chosen a very different path for promotions: low-key and restrained.
Ranveer opts out of big promotional blitz
Sources say Ranveer Singh has agreed to avoid TV show appearances, large-scale city tours and heavy interview circuits before the film’s release. The actor reportedly wants to steer clear of the overexposure that dogged some of his past projects, including Cirkus (2022), and prefers to “let the work do the talking.” The team believes the trailer and teaser have already created strong buzz, so they’ll keep media engagements minimal for now.
Why studios are keeping it low
- Strategic choice: Jio Studios and B62 are backing a quieter campaign to keep audience curiosity intact until release.
- Past learnings: Industry voices have often pointed out that excessive visibility can blunt a film’s impact — a point that apparently influenced this decision.
- ‘Less is more’ approach: An insider compared the move to recent films that delayed heavy promotion until after release and still found success.
Industry context: the overexposure debate
Trade analysts have previously noted that restraint can boost star appeal. In earlier conversations about box-office dynamics, critics highlighted how actors who keep a low public profile between films can generate more anticipation. That line of thinking — that cutting down public appearances can sharpen audience excitement — seems to be guiding Dhurandhar’s campaign.
Cast, vibe and release date
Dhurandhar stars Ranveer Singh alongside R. Madhavan, Arjun Rampal and child actor Sara Arjun, with notable appearances by Sanjay Dutt and Akshaye Khanna. The film hits cinemas on December 5 — and for now, the makers are letting the trailer and word-of-mouth do the heavy lifting.
