Dhurandhar Marketing Lead Explains Why Aditya Dhar Film 'Underplayed' Promotions; REVEALS Plans For Sequel

Dhurandhar,

one of the highest grossing Bollywood films, starring Ranveer Singh and Akshaye Khanna in the lead roles, grossed almost Rs 850 crore in a span of 60 days now. In a recent interview, the lead marketing head of the film broke his silence around the film's less marketing strategy where he compared Dhurandhar's pre-release publicity with that of RRR (2022). He emphasised on the 'less is more' strategy for this film and also spoke about the prep for Dhurandhar 2. For the unversed, after a successful theatrical run, Dhurandhar is available on small screens on leading OTT platform Netflix.

Varun Gupta talks about Dhurandhar marketing, plans for Dhurandhar 2

While talking to Hindustan Times, Varun Gupta, who was responsible for Dhurandhar's pre-release marketing and now Dhurandhar 2's explained the strategy behind less public events and also answered the most asked questions like 'Why are the promotions not going at the scale and level they are supposed to?' He agreed that they were 'underplaying'. Gupta strongly believed that not every film can have the same strategy of getting the actors going to colleges and various cities for interviews.

He further compared it to the 2022 release RRR, where the marketing was covered in six cities in a span of three days. Giving the reason behind a large scale pre-release outreach, he mentioned COVID-19 pandemic the real cause and the promotional activities was a effort to bring the audience back to theatres. "Sometimes, it is required; sometimes it is not. There is no thumb rule that this is how it is supposed to happen," he concluded.

Dhurandhar 2 on OTT

As per a report by news portal Bollywood Hungama, the digital rights of the sequel Dhurandhar 2: The Revenge have been sold for a whopping Rs 150 crore, making it one of the biggest OTT transactions in recent times. While the first film’s digital rights were sold for Rs 85 crore to leading streaming platform Netflix, the second installment alone has now fetched nearly double that amount. The film is slated for a theatrical release on March 19, 2026, with its OTT premiere reportedly expected on Jio Hotstar in the second week of May 2026.