Representative image. Photo: Photo: President's Secretariat (GODL-India), Wikimedia Commons
Sanjay Leela Bhansali has ditched the conventional teaser format for his upcoming film Love & War, choosing instead an immersive promotional launch planned for August.
Rather than a standard teaser or character posters, the filmmaker is building a special promotional asset intended to be the audience’s first look at the film.
The asset is being conceived as an immersive experience designed to capture the scale, mood and emotional essence of Love & War ahead of the broader marketing push.
Bhansali is reportedly overseeing every creative decision on the launch personally, working closely with his core team.
The film stars Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, marking their first on-screen pairing under Bhansali’s direction.
Set against a contemporary military backdrop, the film follows two Indian Armed Forces officers, played by Ranbir Kapoor and Vicky Kaushal, whose rivalry drives its plot. A confirmed release date is yet to be locked in, with reported timelines having shifted during production.
Anticipation for the film has grown steadily given the box-office track record of its three leads and Bhansali’s reputation for large-scale, visually striking films.
The unconventional launch plan fits Bhansali’s established pattern of personally supervising every aspect of a film’s presentation, from production design to marketing.
Bhansali was conferred the Padma Shri, one of India’s highest civilian honours, in 2015, for a filmography spanning titles including Devdas, Black, Padmaavat and Gangubai Kathiawadi.
Kapoor and Bhatt, a real-life married couple, have shared the screen before, adding extra interest to their casting together in a 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)
