Bollywood’s current promotional tactics for upcoming films like War 2 and Son of Sardaar 2 reveal a troubling shift: a focus on sheer volume rather than meaningful engagement.
In an industry that thrives on first impressions, the decision to flood audiences with a barrage of posters and teasers in rapid succession feels more like desperation than deliberate marketing.
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Take War 2, for example. The simultaneous release of three posters was not met with excitement but rather fatigue. Many criticized the designs as uninspired, some even suggesting they looked AI-generated—lacking the visual depth or intrigue fans expect from a high-stakes action franchise.
Junior NTR’s heavily VFX-reliant look was particularly underwhelming, missing the raw intensity that his role demands. Instead of building anticipation, the visuals diluted impact through overexposure and mediocrity.
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Son of Sardaar 2 fares no better. Its announcement video was a chaotic roll call of characters and recycled slapstick, overburdened with stale Punjabi tropes and a brand of humour that feels a decade too late.
The marketing blitz raises questions about the film’s creative confidence if the content were strong, would such tactics be necessary?
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While these aggressive campaigns may spark momentary noise, they risk long-term disengagement. Today’s audiences are not passive consumers; they’re discerning, critical, and increasingly intolerant of style without substance.
Bollywood would do well to recalibrate its promotional playbook, prioritizing originality, coherence, and genuine storytelling over hollow spectacle. Without that shift, even the most star-studded films may struggle to make a lasting impact.
