The Indian film industry is currently celebrating the success of the romantic comedy “Saiyaara,” which translates to “Wandering Star.” This film has captured the attention of audiences both in Bollywood and internationally, marking a notable comeback for the romantic comedy genre in the region after years of limited releases. According to Variety correspondent Naman Ramachandran, “Saiyaara” particularly resonated with viewers, contributing to a 14% increase in the Indian box office compared to last year.
Notably, the marketing strategy employed by distributor Yash Raj Films diverged from conventional approaches. Ramachandran highlights their “less-is-more” tactic, which allowed the film’s content to naturally draw in audiences. Instead of extensive promotional appearances by the lead actors, Ahaan Panday and Aneet Padda, the focus remained on the film’s engaging songs and a well-edited trailer. This strategy seems to have piqued curiosity, as the stars did not make typical media rounds or engage heavily on social media.
In addition to “Saiyaara,” the episode also touches on the performance of “Superman” in North America, which had a solid second weekend. However, concerns linger about the film’s potential to sustain a successful franchise. Meanwhile, CBS’s decision to end “The Late Show With Stephen Colbert” after the 2025-26 season has generated significant discussion regarding the future of late-night television in the face of changing viewer habits.
Overall, “Saiyaara’s” success not only highlights a revival of rom-coms in Bollywood but also reflects evolving marketing strategies that may resonate with the modern audience. This trend indicates a promising future for diverse storytelling in Indian cinema, offering hope for continued growth in the industry.