Sanjay Leela Bhansali has never been one to follow tradition, and it appears that the filmmaker is once again preparing to redefine how to introduce audiences to one of his most awaited projects. IHNS has exclusively learned that Ranbir Kapoor, Alia Bhatt and Vicky Kaushal starrer Love & War will not start its promotional campaign with a traditional teaser or motion poster.
Exclusive: No teaser, no motion poster! Sanjay Leela Bhansali plans a massive Love and War launch
According to an independent industry source, Bhansali is personally overseeing the creation of a special promotional property that is expected to give audiences a first glimpse of the world of the film. The makers are eyeing August for the unveiling, which is expected to mark the official start of the film’s promotional campaign.
The source revealed, “The makers are taking an unconventional path with Love & War. Instead of a standard promotional launch, they are developing an exclusive property that will give audiences their first introduction to the film. Envisioned as an immersive experience, the property will be personally shaped by Sanjay Leela Bhansali, who is working closely with his trusted creative team to bring his vision to life.”
This decision is in line with Bhansali’s filmmaking philosophy, where each visual element is carefully crafted to evoke emotions and immerse the audience in the world he creates. Instead of unveiling individual character posters or a traditional teaser, the filmmaker is designing an experience that captures the scale, mood, and emotional essence of Love & War before its full marketing campaign begins.
Sources further indicate that the immersive asset is currently in the final stages of development, with Bhansali closely involved in every creative aspect. If everything goes according to plan, audiences can expect to see the film’s first official unveiling sometime in August, giving fans their first taste of the filmmaker’s ambitious vision.
Although details regarding the format of the asset remain closely guarded, industry insiders suggest that it is intended to be much more than a promotional video. It aims to be an event-like unveiling that takes audiences straight into Bhansali’s cinematic universe, in what is expected to be one of the biggest Hindi film releases on the horizon.
Love & War marks the first on-screen collaboration between Ranbir Kapoor, Alia Bhatt and Vicky Kaushal in Sanjay Leela Bhansali’s directorial debut, which has become one of the most eagerly awaited films in recent years. The project has been a constant topic of discussion since its announcement, with fans eagerly awaiting every update from the filmmaker’s camp.
If the plans materialize as envisioned, the first look of Love & War could turn out to be a historic promotional event, reflecting Bhansali’s signature belief that storytelling begins long before audiences step into theaters.
