When Bollywood said “lights, camera, romance,” Param Sundari said “songs, screens, and streets.” This wasn’t just another film launch; it was a full-blown love affair with marketing itself. From dropping chartbusters that hijacked reels to surprising audiences in theatres and even temples, the campaign didn’t just sell a movie-it staged a cultural moment.
It all kicked off with ‘Pardesiya’ on August 7, a track that turned into an instant digital contagion. Within hours, dance challenges, fan edits, and heart-eyed emojis took over Instagram. The strategy? Serve snackable teaser snippets, let influencers push challenges, and ride the reel wave until timelines were drowning in the soundtrack. The follow-up track, ‘Bheegi Saree’, doubled down-marrying nostalgia with new-age Bollywood romance to keep audiences hooked and humming.
Not one to rely on music alone, the team dropped a trailer that was less sneak peek and more dopamine hit. Cross-cultural romance? Check. Sidharth-Janhvi chemistry? Double check. Lush Kerala tea gardens and meme-worthy banter? Viral gold. The trailer wasn’t just content; it was bait designed for instant sharing across YouTube, X, and Shorts, ensuring curiosity peaked before tickets even opened.
All in all it was a masterclass in hype-building and here’s a glimpse into the movie marketing of Param Sundari.
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Trailer Sparked Early Engagement
The official trailer, released on August 12, 2025, teased the cross-cultural romance between Sidharth Malhotra’s North Indian character and Janhvi Kapoor’s South Indian counterpart. Showcasing the film’s humor, chemistry, and feel-good narrative, the trailer quickly amassed 49 millions on YouTube. The scenic Kerala tea plantations and playful romantic banter created shareable moments that fueled conversations across Instagram, X, and YouTube Shorts, building anticipation well before the theatrical release on August 29, 2025.
Digital and On-Ground Promotions
Social media formed the backbone of the promotion. Instagram, YouTube Shorts, and X became stages for fan-generated content, dance challenges, and interactive posts. Analytics guided amplification in real time, ensuring viral reach without overexposure.
On-ground activations mirrored the digital energy, bringing the film to life in person. The International Institute of Management Technology hosted the music album launch, transforming the campus into a hub of songs, dance, and celebratory energy.
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Jaipur followed with visits to Hawa Mahal, local street food stops, and fan interactions, generating authentic and culturally resonant content.
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At Raj Mandir Cinema, Sidharth and Janhvi surprised audiences during screenings, turning routine theatre visits into memorable experiences.
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Fans captured candid moments of the duo being playful, approachable, and charming, amplifying organic word-of-mouth and reinforcing the film’s emotional connection.
Brand Collaborations and Style
Fashion and lifestyle were seamlessly integrated into the film. Janhvi Kapoor’s floral and ethnic sarees, paired with Sidharth Malhotra’s casual yet polished looks, became talking points on social media.
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Select brand tie-ins amplified these moments, giving the stars a lifestyle appeal that complemented the film without overshadowing its narrative. Each style moment reinforced the cross-cultural romance at the heart of the story, showing how fashion could act as an extension of storytelling.
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Cultural Engagement and Talk Show Spotlight
Adding depth to the promotion, the actors visited Mahakaleshwar Temple in Ujjain and Gurdwara Bangla Sahib in Delhi, participating in rituals and prayers that created culturally significant and shareable content.
Ujjain, Madhya Pradesh: Actors Sidharth Malhotra and Janhvi Kapoor offer prayers at Mahakaleshwar Temple
(Video Source: Mahakaleshwar Temple Committee) pic.twitter.com/12JtMJqJhU
— IANS (@ians_india) August 23, 2025
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OTT with an appearance on The Great Indian Kapil Show, where Sidharth, Janhvi, and the supporting cast shared behind-the-scenes stories and playful anecdotes about romance and marriage, amplifying the film’s reach to family audiences and digital viewers alike.
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Measuring Impact
The film results were tangible. Bheegi Saree went viral across social platforms.Theatre surprises, campus events, and cultural visits added further reach, ensuring the film remained top-of-mind leading into the August 29 release.
Box Office and Streaming
The integrated marketing strategy translated into strong box office numbers, with an opening day of approximately Rs 7.35 crore, domestic totals surpassing Rs 34 crore by day five, and worldwide collections exceeding Rs 50 crore. Following its theatrical run, Param Sundari is set to stream on Amazon Prime Video in October 2025, extending its audience reach beyond cinemas.
Marketing That Mirrors Its Story
The success of Param Sundari’s campaign lay in its coherence with the film itself. Songs, trailers, city promotions, music album launches, theatre activations, cultural visits, talk show appearances, and fashion moments were all woven together to reflect the essence of romance, culture, and everyday connection. By blending digital virality with offline charm and experiential engagements, the campaign created anticipation and ensured the film stayed alive in public memory long before the first screening.
