Dhurandhar marketer explains campaign and Ranveer Singh’s limited promotions

Ranveer Singh stepped back from Dhurandhar promotions, with marketer Varun Gupta saying the actor’s recent films had not met expectations.

Gupta also described a campaign that took an unusual approach to building interest in the film.

The team released a 3.5-minute promotional video six months before release, and began work before the cast was finalised.

The plan changed as the filmmakers decided to tell the story in two parts.

The campaign drew criticism before the film came out, with some people saying promotion and audience interest were weak.

Dhurandhar and its sequel later earned more than Rs 3,100 crore worldwide, making them the first Indian film franchise to pass Rs 3,000 crore.

Gupta said director Aditya Dhar and B62 Studios continued to trust the marketing team despite the criticism.