Sanjay Leela Bhansali is skipping a conventional teaser or motion poster for his upcoming film Love & War, instead planning an immersive promotional launch expected in August.
Rather than releasing character posters or a standard teaser, the filmmaker is developing a special promotional asset meant to give audiences their first glimpse into the world of the film.
The asset is being designed as an immersive experience intended to capture the scale, mood and emotional essence of Love & War ahead of its full marketing campaign.
Bhansali is said to be personally overseeing every creative aspect of the launch, working closely with his trusted team on the project.
Love & War stars Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, marking the first on-screen collaboration between the three actors under Bhansali’s direction.
The film is set against a contemporary military backdrop and centres on two Indian Armed Forces officers, with Ranbir Kapoor and Vicky Kaushal playing contrasting characters whose rivalry drives the story. A firm release date has not been confirmed, with reports on timing having shifted more than once during production.
Anticipation for the project has been building given the individual box-office track records of its three lead actors and Bhansali’s reputation for large-scale, visually elaborate filmmaking.
The unconventional promotional approach is consistent with Bhansali’s known style of personally supervising every stage of a film’s presentation, from production design through to its marketing rollout.
Bhansali was awarded the Padma Shri, one of India’s highest civilian honours, in 2015, in recognition of a filmography that includes titles such as Devdas, Black, Padmaavat and Gangubai Kathiawadi.
Bhansali is known for personally supervising every stage of his films’ visual presentation, from production design to marketing, a hands-on approach reflected in the unconventional rollout planned for this project.
The pairing of Ranbir Kapoor, Alia Bhatt and Vicky Kaushal in a single Bhansali film has already generated significant anticipation among audiences, given each actor’s individual box-office track record.
(Image: Photo: President’s Secretariat (GODL-India), Wikimedia Commons)
