Sanjay Leela Bhansali is skipping the conventional teaser format for his upcoming film Love & War, planning an immersive launch instead this August.
Rather than a standard teaser or character posters, the filmmaker is developing a special promotional asset meant to be the audience’s first glimpse into the film.
The asset is being designed as an immersive experience intended to capture the scale, mood and emotional essence of Love & War ahead of the full marketing campaign.
Bhansali is said to be personally overseeing every creative aspect of the launch, working closely with his trusted team.
Love & War stars Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, marking the first on-screen collaboration between the three under Bhansali’s direction.
The film is set against a contemporary military backdrop, centring on two Indian Armed Forces officers played by Ranbir Kapoor and Vicky Kaushal, whose rivalry drives the story. No confirmed release date has been locked in, with reported timelines shifting more than once during production.
Anticipation for the project has grown given the box-office track record of its three lead actors and Bhansali’s reputation for large-scale, visually rich filmmaking.
The unconventional promotional approach is consistent with Bhansali’s known style of personally supervising every stage of a film’s presentation, from production design through to marketing.
Bhansali was awarded the Padma Shri, one of India’s highest civilian honours, in 2015, for a filmography that includes Devdas, Black, Padmaavat and Gangubai Kathiawadi.
Kapoor and Bhatt, a real-life married couple, have appeared on screen together before, adding extra interest to their casting in a Bhansali production.
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.
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.
(Image: Photo: President’s Secretariat (GODL-India), Wikimedia Commons)
