Sanjay Leela Bhansali plans an immersive launch for his upcoming film Love & War this August, with no conventional teaser or motion poster planned.
Instead of a standard teaser or character posters, the filmmaker is crafting a special promotional asset meant to give audiences their first look at the film.
The asset is designed as an immersive experience aimed at capturing the scale, mood and emotional essence of Love & War before the wider marketing campaign begins.
Bhansali is personally overseeing every creative aspect of the launch, working closely alongside his trusted team.
The film stars Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, marking their first on-screen collaboration under Bhansali’s direction.
The story is set against a contemporary military backdrop, following two Indian Armed Forces officers played by Ranbir Kapoor and Vicky Kaushal, whose rivalry forms the core of the plot. Its release date has not been finalised, having been reported differently at various points during production.
Anticipation for the project has grown given the individual box-office pull of its three lead actors and Bhansali’s reputation for visually elaborate cinema.
The unconventional launch strategy 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, in recognition of a body of work including Devdas, Black, Padmaavat and Gangubai Kathiawadi.
Kapoor and Bhatt, who are married in real life, have previously featured together on screen, adding to the interest surrounding their pairing in this Bhansali film.
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)
