Helmed by Mohit Suri and starring fresh faces Ahaan Panday and Aneet Padda, the July 2025 launch of Saiyara defied the conventions of Bollywood. Despite lacking star power, connections to well-known franchises, the film impressively garnered nearly ₹200 crore within just nine days of its release, cultivating a garnered acclaim as one of the year’s best emotionally resonant cinematic experiences. This outcome was not a mere coincidence; it stemmed from astute marketing strategies rooted in behavioural science, emotional branding, and a digital-first approach to communication. The movie’s return on investment transcends mere financial gain; it encapsulates a profound experience.
A Shift in Strategic Positioning Beyond Celebrity Influence
All the views and opinions expressed are those the authors. Image Credit: Yash Raj Films.
About the Authors
Dr. Khyati Manchanda is an Assistant Professor at GITAM Deemed University. She completed PhD (Marketing) from the Indian Institute of Technology (IIT), Delhi. She holds a Master’s degree in Business Administration and Management from Jamia Millia Islamia (JMI) and a Bachelor’s degree in Commerce (Honours) from the Jesus and Mary College (JMC).
Dr. Soummya Chowdhury is an Assistant Professor at the School of Business, GITAM (Deemed to be University), Hyderabad campus, specialising in Marketing. He holds a Ph.D. in Integrated Marketing Communication (IMC) and Luxury Retail, along with an M.Com in Marketing & International Business and a Postgraduate Diploma in HRM, Services, and Labour Laws from Banaras Hindu University. His research interests include Luxury Retail, AI, Digital Marketing, Omni-channel strategies, and innovation in marketing ecosystems. Dr. Chowdhury is also passionate about social issues, the impact of social media, and the intersection of mythology and modern marketing.
