Marketer Defends Subdued Promotional Strategy for Ranveer Singh's Dhurandhar Sequel
In a recent interview, marketing expert Varun Gupta addressed the criticism surrounding the low-key promotional approach for the highly anticipated sequel Dhurandhar 2, starring Ranveer Singh. Gupta, whose firm Max Marketing has handled campaigns for blockbusters like Jawan, Animal, and RRR, explained the rationale behind the strategy, emphasizing a content-first philosophy and confidence in the film's organic appeal.
Strategic Underplaying: A Calculated Move
Varun Gupta revealed that even before the release of the first Dhurandhar film, the marketing team deliberately adopted an understated approach. "We were underplaying," he stated, noting that this decision sparked questions from fans and industry observers who expected more aggressive promotions. He argued that not every film requires the traditional strategy of sending actors to colleges and cities for interviews, pointing out the unique nature of the Dhurandhar franchise.
"What Q&A could Ranveer Singh do for the film?" Gupta questioned, suggesting that the film's content speaks for itself. He emphasized that the campaign focused on maintaining dignity and avoiding gimmicks, rather than overselling elements like action scenes or patriotism. "We never tried to oversell it... We just stayed true to what we can expect from it," he added.
Building on Success: Why Less Can Be More
The first Dhurandhar film emerged as a massive hit in 2025, earning over Rs 1,300 crore at the box office and becoming the second-highest-grossing Hindi release of all time. Its successful OTT release further amplified its popularity, creating sustained buzz for the sequel. Gupta believes that this strong goodwill and word-of-mouth will benefit Dhurandhar 2, making excessive promotions unnecessary.
"Sometimes the best strategy is not to come in the way of something very organic," he explained. "It will be very foolish of us as a team to try to overdo something that is already doing so well. When something is already anticipated, don't kill the excitement by over-delivering or satisfying the viewer."
Confidence Over Desperation
Gupta highlighted that the low-key approach for the sequel is a strategic decision born from confidence, rather than overconfidence after the first film's success. "The first time we did it was a risk. Now it will obviously be a strategy," he said. "I am not saying we won't do anything. But we didn't try to be desperate then; we won't try to be desperate now. It's coming from the space of being confident of what you have."
Dhurandhar 2, titled Dhurandhar: The Revenge, is slated for release on March 19. The film features a star-studded cast including Sanjay Dutt, R Madhavan, Arjun Rampal, and Sara Arjun. Despite fan speculation that the teaser reused visuals from the first instalment, Gupta's insights suggest that the marketing team is banking on the franchise's established reputation and organic anticipation to drive success.
This approach reflects a broader trend in film marketing, where strategic restraint can sometimes yield better results than aggressive promotion, especially for sequels with a loyal fanbase.
