Actor Varun Badola recently sparked conversation around the blockbuster Saiyaara by calling out its aggressive PR strategy on Instagram. In a recent interview, Varun said the team behind the film “went overboard to create euphoria,” suggesting the buzz wasn’t entirely organic. As the film continues to dominate headlines, many are now asking: was it clever marketing or too much noise?
Directed by Mohit Suri and starring newcomers Ahaan Panday and Aneet Padda, Saiyaara wasn’t expected to explode the way it did. With little media interaction and no interviews from the lead pair, the film launched a tightly planned social media campaign. From influencer tie-ups and fan-made reels to emotional captions and trending challenges, the film’s Instagram presence created a storm before its release.
Varun Badola pointed out that audiences today are smart enough to sense manufactured hype. “There’s a fine line between promotion and overkill, and Saiyaara crossed that,” he said. However, he also admitted that the film’s emotional pull worked well, especially for younger viewers who live on Instagram and YouTube shorts.
Director Mohit Suri earlier revealed that the film’s digital-first push was a conscious decision. “We had no star power to lean on, so we made the story the hero and sold that story with every tool we had,” he said.
While the promotional tactics raised eyebrows, the film also received genuine praise from the industry. Celebrities like Shraddha Kapoor, Aditya Roy Kapur, Alia Bhatt, and Mahesh Babu applauded the film’s performances and emotional depth. Alia reportedly took the debut actors’ contact numbers after watching the film, and Ranbir Kapoor personally called Suri to praise the storytelling.
So was the hype real? Partly. Was it effective? Completely. Saiyaara may have relied heavily on emotion and digital strategy, but it managed to turn buzz into box office success, whether the hysteria was organic or not.
In an age where perception often shapes reality, Saiyaara proved that even if you go overboard, it might just take you exactly where you want to go.
