The upcoming romantic drama Tere Ishk Mein, starring Dhanush and Kriti Sanon, is taking an unconventional approach to its promotions.
Director Aanand L Rai has decided to skip a traditional trailer. Instead, the makers will release a song and a few curated video units over the next few weeks to build buzz before the film’s release.
This move marks a clear shift from Bollywood’s usual marketing style, which relies heavily on trailers. The team reportedly wants to keep the storyline under wraps and let audiences experience the narrative directly in theatres.
By avoiding a trailer, they hope to preserve the film’s emotional depth and let its music and visuals do the talking. While some question how hype will build without a trailer, others appreciate the creative risk and focus on authenticity.
Music legend A.R. Rahman plays a key role in this campaign. The title track has already crossed 65 million views across platforms, boosting confidence in using music as the film’s main promotional tool.
The upcoming video units will highlight Dhanush and Kriti Sanon’s chemistry and showcase the film’s rich visual appeal.
Releasing on November 28, 2025, Tere Ishk Mein reunites Dhanush with Aanand L Rai after Raanjhanaa and Atrangi Re, marking their third collaboration with A.R. Rahman. For Kriti Sanon, this film is her first project with both Dhanush and Rai.
Produced by Colour Yellow Productions and T-Series, Tere Ishk Mein will release in Hindi and Tamil.
