The makers of Tere Ishk Mein starring Dhanush and Kriti Sanon seem to think so. In an exclusive development, Box Office Worldwide got to know that director Aanand L Rai has decided to adopt a completely novel marketing approach for his upcoming romantic drama. Instead of releasing a conventional trailer, the team will be dropping a song and a couple of units to build anticipation among audiences.
Here Box Office Worldwide brings you EXCLUSIVE on the same!
This bold marketing decision marks a significant departure from the tried and tested promotional strategies that Bollywood has followed for decades. The choice to skip the trailer entirely and focus on musical units shows the confidence the makers have in their content and the power of A.R. Rahman’s music to draw audiences to theaters.
Why This Unique Strategy
The decision to forgo a traditional trailer appears to be a calculated move to keep the film’s narrative under wraps while still generating buzz. Sources close to the production revealed that the team wants audiences to experience the story fresh in theaters without giving away key plot points through a trailer. By releasing only a song and select units, they aim to create intrigue rather than reveal too much.
This strategy also plays to the film’s biggest strength, which is the music composed by the legendary A.R. Rahman. The title track of Tere Ishk Mein has already created waves, crossing 65 million views across various platforms. The overwhelming response to the music has given the makers confidence that songs alone can drive audience interest.
What To Expect From The Units
While details about which units will be released remain under wraps, industry insiders suggest that these carefully curated glimpses will focus on showcasing the chemistry between the lead pair and the visual grandeur of the film. The units are expected to drop in the coming weeks as the film gears up for its November 28, 2025 release date.
The Film And Its Reunion
Tere Ishk Mein marks the third collaboration between Dhanush and Aanand L Rai after Raanjhanaa in 2013 and Atrangi Re in 2022. The film also brings together the powerhouse combination of Aanand L Rai and A.R. Rahman for the third time. For Kriti Sanon, this is her first project with both Dhanush and Aanand L Rai.
About Tere Ishk Mein
Tere Ishk Mein is an upcoming romantic drama directed by Aanand L Rai and produced by Colour Yellow Productions and T-Series. The film features Dhanush and Kriti Sanon in lead roles, with music composed by A.R. Rahman and lyrics penned by Irshad Kamil. The film is scheduled to release in Hindi and Tamil on November 28, 2025.
(Also read: Mohit Suri Mocks Awarapan 2 Team: “I Had The Characters Dead, Now They Can Make Them Alive Again” )
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