Filmmaker Sanjay Gupta has taken a firm stand against Bollywood’s excessive promotion culture. In a strong post on X, he called out the trend of flooding the media with interviews, appearances, and podcasts before a film’s release. He believes this overexposure kills curiosity and ruins the excitement of watching a film for the first time.
Gupta praised the team behind Saiyaara, a film that took a bold step by avoiding all traditional promotional activities. There were no press tours, interviews, or podcast rounds for the lead actors. Only the trailer and songs were released online and they went viral.
Directed by Mohit Suri and starring newcomers Ahaan Panday and Aneet Padda, Saiyaara defied every conventional marketing strategy. Despite being led by fresh faces, the film generated strong buzz solely through its content.
Gupta applauded the decision, saying it preserved the “freshness for the big screen.” He believes the move is proof that good storytelling, music, and word-of-mouth can replace gimmicky PR campaigns.
Sanjay Gupta highlighted how South Indian films never embraced Bollywood’s PR madness. These films relied on trailers, songs, and theatrical releases—and still became massive hits. He pointed out that corporate studios introduced the “P&A” (promotion and advertising) formula just to exploit producers. Even after those corporates exited the industry, producers continue to follow the same model.
Saiyaara collected an impressive 9.39 crore in advance bookings, even without a PR blitz. Viewers praised its music, emotional story, and fresh performances. The soundtrack by Tanishk Bagchi, Arslan Nizami, and Faheem Abdullah also played a big role in attracting audiences.
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Produced by YRF CEO Akshaye Widhani, Saiyaara proves a film does not need a media circus to succeed. Sanjay Gupta ended with a sharp reminder: “Can we please learn our lesson?” Maybe it’s time Bollywood finally listens.
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