By Sanjay Leela Bhansali is skipping the conventional teaser format for his upcoming film Love & War, opting for an immersive rollout planned for August.
Instead of a standard teaser or motion poster, the filmmaker is developing a special promotional asset meant to serve as audiences’ first glimpse into the film.
The asset is designed as an immersive experience meant to convey the scale, mood and emotional essence of Love & War before the full marketing campaign begins.
Bhansali is said to be personally overseeing every creative aspect of the launch alongside his trusted team.
Love & War stars Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, marking the first on-screen collaboration among the three under Bhansali’s direction.
The film is set against a contemporary military backdrop, centring on two Indian Armed Forces officers played by Ranbir Kapoor and Vicky Kaushal, whose rivalry drives the story. No confirmed release date has been locked in, with reported timelines shifting more than once during production.
Expectations for the project have risen given the box-office track record of its lead actors and Bhansali’s reputation for elaborate, visually rich filmmaking.
The unconventional promotional approach reflects Bhansali’s known habit of closely supervising every stage of a film’s presentation, from production design to marketing.
Bhansali received the Padma Shri, one of India’s highest civilian honours, in 2015, recognising a body of work that includes Devdas, Black, Padmaavat and Gangubai Kathiawadi.
Kapoor and Bhatt, who are married to each other in real life, have previously appeared on screen together, adding to the interest around their casting in this Bhansali production.
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.
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.
(Image: Photo: President’s Secretariat (GODL-India), Wikimedia Commons)
