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Key Points

YRF CEO Akshaye Widhani opens up about their risky marketing approach for newcomer-led Saiyaara. He reveals how a chance temple meeting with Mohit Suri sparked the romantic project. The studio deliberately kept leads away from promotions to preserve screen magic. Early box office response proves their faith in content-driven cinema remains strong.

Key Points: YRF CEO Akshaye Widhani Reveals Saiyaara Strategy for 50-Year Legacy

  • YRF bets on newcomer chemistry with Ahaan Panday & Aneet Padda
  • Mohit Suri tapped for YRF's signature love story revival
  • Unconventional no-promo strategy to build big-screen mystique
  • Saiyaara blends soulful music with emotional storytelling
2 min read

We want to do every type of story...: YRF CEO Akshaye Widhani on maintaining 50-year-old legacy with 'Saiyaara'

YRF CEO discusses Saiyaara's unique marketing, Mohit Suri collaboration, and balancing legacy with fresh storytelling in romantic cinema.

"We want to do every type of story...from romance to action - Akshaye Widhani"

Mumbai, July 30

Yash Raj Films CEO, Akshaye Widhani, said that continuing with its 50-year-old legacy, the production company is coming up with a romantic film, 'Saiyaara'.

Speaking to ANI, Widhani said, "We want to do every type of story..from romance to action..our film 'Pathaan' had come, 'Tiger' had come, the spy universe has stood up strongly today..now the romantic film Saiyaara has come..we will announce the next slate..we will keep trying to work on diversified projects with creators.."

On collaboration with director Mohit Suri he said, "When we thought of making a film as a studio, we chose to make a love story..kyunki ki vo YRF ka core hai hum love story se jaane jaate the, and our creative producer Sumana Ghosh met Mohit in a temple, from there the journey started and we reached out to Mohit and as we got the script on the first reading we decided to make the film."

Opening up about the promotional strategy of keeping two lead pairs away from any media interaction or any limelight, he shared, "We decided on this idea as we locked the script, that we will treat it differently. We have full confidence in Mohit as he is an expert in this genre..vahan se humne decide kiya ki hum newcomers ko bahar nahi daalenge hum chahte the ki log unko dekhe to big screen par dekhe..hume judgement manzoor tha acting par Instagram reel ya during promotion log inhe judge kare vo hum nahi chahte the and we knew if they have to become a star they will become on the basis of their acting so from there we decided ki marketing of this film will be different..it was a high risk strategy.."

The film, which stars newcomers Ahaan Panday and Aneet Padda, follows the love story of a singer and a lyricist, Krish and Vaani, whose emotional journey has left many viewers both smiling and in tears. The film has been widely appreciated for its emotional depth, performances, and soulful music.

"It shows that if there is good content and music, people will definitely like it," he said

Ahaan Panday and Aneet Padda-starrer 'Saiyaara' has maintained a decent run at the box office, winning hearts nationwide. Many celebrities have come forward, hailing the film and performances by the young actors.

- ANI

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Reader Comments

R
Rohit P
The no-promotion strategy was risky but brilliant! Saw the film yesterday and the freshness of the leads really worked because we didn't have any preconceived notions. More producers should try this!
A
Aman W
While I appreciate YRF trying new things, I wish they'd focus more on script quality. Some scenes felt clichéd. But kudos for giving newcomers a chance - Ahaan has great screen presence!
S
Shreya B
The music is the real hero of this film! �✨ Takes me back to YRF's golden era of romantic soundtracks. Already listening to "Tere Bina" on loop. Can't wait for their next musical project!
V
Varun X
Interesting how they met the director in a temple! 😄 Only in India can film collaborations start at religious places. The film has that old-school charm with modern treatment. Well done YRF!
N
Nisha Z
Saw it with my college friends and we all cried in the climax! 😭 Such a pure love story without unnecessary drama. Hope Bollywood makes more films like this instead of just action franchises.

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