Marketing head reveals why Ranveer Singh stayed away from pre-release promotions for Dhurandhar

The marketing strategy behind the blockbuster film franchise Dhurandhar relied on keeping the lead actor away from public appearances due to his recent box-office run, according to the head of the promotional agency.

Strategy and Success

Varun Gupta, founder of Max Marketing, explained on a podcast that a conscious decision was made by the team, director Aditya Dhar, and actor Ranveer Singh to let the film's assets speak for themselves rather than relying on heavy star promotions. Max Marketing joined the project before the star cast was finalized and even before the story was split into two parts. The team released a three-and-a-half-minute promotional video six months before the film hit theatres, an unusual move in Hindi cinema. Dhurandhar released on December 5, 2025, followed by its sequel, Dhurandhar: The Revenge, on March 19, 2026. Together, the two films crossed Rs 3,100 crore globally, becoming India's first movie franchise to pass the Rs 3,000-crore mark.

Criticism and Trust

Varun stated that the campaign faced heavy online trolling and criticism prior to release over a perceived lack of buzz and poor promotions. He claimed that paid smear campaigns often target films starring specific actors to generate unnecessary negativity. Despite negative articles questioning the promotional strategy, director Aditya Dhar and his team at B62 Studios maintained complete trust in the marketing agency without questioning them.

Context

Movie marketing agencies work closely with production houses months before a film's release to build public anticipation and handle media relations. Unconventional promotional strategies are sometimes deployed when a lead actor faces a difficult phase at the box office, shifting the focus entirely onto the content of the film itself.