Director Mohit Suri recently addressed the unconventional promotional strategy for his latest film, "Saiyaara," at the CNN-News18 Townhall 2025 in Mumbai. The filmmaker defended the decision to keep the film's debutant actors, Ahaan Pandey and Aneet Padda, away from the usual promotional blitz, emphasizing that the focus should be on the story and music rather than the actors' personal lives or appearances.
Suri articulated a clear vision behind this approach, stating that he wanted the audience to judge the actors based on their performance in the film, rather than pre-conceived notions formed through media exposure. In his view, the job of an actor is not about how well they speak in public, but how well they act on screen. He felt that in today's environment, young actors are often prejudged even before their launch, and he wanted to avoid that with "Saiyaara".
He argued that arming the newcomers with a compelling story, narrative, and strong music gives them a better chance to connect with the audience. He contrasted this with the current trend of focusing on actors' looks, photographs, or "six-pack abs," which he believes is not a sustainable strategy. Suri expressed a desire to shift the focus away from actors' gym looks and airport appearances, and instead, highlight their work in the film.
Suri clarified that the actors were not stopped from living their lives; they attended events and dinners. However, the team deliberately avoided the common practice of paying paparazzi for photographs and generating publicity through those channels. The director emphasized that the promotional strategy was not entirely new, but rather a rediscovery of an age-old approach. He recalled that in the early stages of his career, when working with newcomers like Imran Khan and Zaher, media attention was scarce, and they primarily focused on promoting the film through its story and music.
The director's comments come in the wake of "Saiyaara"'s box office success, with many attributing the film's strong performance to its music and emotional depth. Suri himself has a track record of films known for their musical soul and connection with audiences. This strategy appears to have resonated with audiences, who are connecting with the film's story and music, leading to extreme reactions such as crying in theaters.
Suri acknowledged that he has built a career on films that evoke strong emotional responses, particularly related to heartbreak. He shared an anecdote about encountering young men listening to his music, like "Awarapan" and "Toh Phir Aao," late at night, recognizing them as the "highly affected and jilted lovers" who connect with his work. He believes that music has the power to penetrate and stay with people over time, citing examples like "Tum Hi Ho" and "Sun Raha Hai Na Tu".
At the CNN-News18 Townhall, broader discussions took place regarding the state of Bollywood and the importance of focusing on relevant stories. The event highlighted crucial civic issues and the role of cinema in reflecting and shaping the city's future. Suri's session, titled "Love, Loss and Legacy," touched upon his journey, creative inspirations, and the evolving landscape of Bollywood storytelling.
The "Saiyaara" director's approach reflects a growing sentiment within the industry that content and storytelling should take precedence over conventional star-driven marketing. By prioritizing the film's narrative and music, Suri aimed to create a more authentic connection with the audience, allowing the film to speak for itself.
