Bhansali plans immersive launch for Love & War, skips teaser

Sanjay Leela Bhansali is planning an immersive launch for his upcoming film Love & War, skipping the usual teaser format in favour of something different this August.

Rather than character posters or a conventional teaser, the filmmaker is crafting a special promotional asset that will act as audiences’ first introduction to the film.

The asset is being designed as an immersive experience meant to reflect the scale, mood and emotional essence of Love & War ahead of the broader marketing rollout.

Bhansali is personally overseeing every creative element of the launch, working closely with his trusted team.

The film brings together Ranbir Kapoor, Alia Bhatt and Vicky Kaushal for the first time in a single Bhansali production.

Set against a contemporary military backdrop, the story follows two Indian Armed Forces officers played by Ranbir Kapoor and Vicky Kaushal, whose rivalry forms its core. A confirmed release date has yet to be locked in, having been reported differently at various points during production.

Anticipation for the project has grown given the strong box-office record of its three lead actors and Bhansali’s reputation for grand-scale cinema.

The unusual approach to the launch reflects Bhansali’s known style of personally overseeing every stage of a film’s presentation, from production design to marketing.

Bhansali was honoured with the Padma Shri, one of India’s highest civilian awards, in 2015, for a filmography that includes Devdas, Black, Padmaavat and Gangubai Kathiawadi.

Kapoor and Bhatt, a married couple off-screen, have featured together in films before, adding an extra layer of curiosity to their pairing under Bhansali.

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.

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.

(Image: Photo: President’s Secretariat (GODL-India), Wikimedia Commons)