Phir Aayi Hasseen Dillruba's Marketing Magic Thrives On Exclusive Fan Screenings, Meme-Driven Hype, & More

With 'Phir Aayi Hasseen Dillruba' set to hit Netflix on August 9, excitement is palpable among fans eager to continue the enthralling story from its 2021 hit. The original film’s surprising twist, in which Rani, played by Taapsee Pannu and Rishu, portrayed by Vikrant Massey, turned a murder mystery into a clever ruse, left audiences craving more. The film, a captivating blend of romance and suspense, is director by Jayprad Desai and written by Kanika Dhillon . It also stars Sunny Kaushal , adding depth to the twisted love triangle in the second part of the movie. In the dynamic world of film, marketing strategies play a pivotal role in shaping a movie’s journey from production to box office success. As a sequel to a popular film hits the screens, maintaining the original’s buzz while crafting a fresh narrative becomes crucial. The sequel’s marketing campaign generally needs to build anticipation, engage audiences, and set the stage for a successful release. With platforms like Netflix at the helm, movie marketing has evolved into a blend of strategic promotions and innovative engagement techniques that keep audiences eagerly awaiting new releases. With the sequel's arrival after a three-year gap, Netflix's marketing team has been hard at work ensuring that the buzz for 'Phir Aayi Hasseen Dillruba' matches, if not surpasses, the excitement surrounding the original movie. The strategy is centered on maintaining the thrill of the original while re-engaging both new and returning fans. Months before the official trailer dropped, Netflix ignited interest with a brief promotional snippet on their platform. This teaser set the stage for the upcoming release, creating a ripple of curiosity. By February, a teaser of the film was unveiled, followed by a comprehensive 2-minute 41-second trailer in July, which has since amassed over 3 crore views on YouTube. <blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/reel/C91WgzgSu31/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

Understanding the importance of a refresher, Netflix creatively recapped the original film to reignite interest. For example, a carousel post on Instagram, designed by the graphic design studio Pada Cassette , succinctly and insightfully summarised the first part of the movie. Additionally, Netflix embraced meme marketing to keep the audience engaged, offering sneak peeks of key moments from the upcoming sequel while also refreshing memories of the original film. <blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C89fdaZyrCG/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C-P0ph9NGpp/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C-C5LxeyDp6/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C99UIVdysU9/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/reel/C9wsf_CyFzh/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/reel/C9uEny9yNpi/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Netflix India (@netflix_in)

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The movie marketing strategies also embraced fan interaction through exclusive events. Two 'fan screenings' were organised, one in Lucknow on August 6 and another in Delhi on August 7, with the entire cast present at the Lucknow event. The movie’s cast, led by Pannu, has been actively involved in promoting the film. Pannu, who plays Rani, has utilised her Instagram account to build excitement, sharing her activities and updates from Paris under the hashtag #RaniInParis. Her posts have been strategically timed to keep the audience engaged and eager for the movie's release. Additionally, Pannu’s use of meme marketing has added a layer of relatability and humor to the marketing tactics. <blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C-QQb03zUnr/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Taapsee Pannu (@taapsee)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C-OIFMfoz5P/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Taapsee Pannu (@taapsee)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/C-JGYY7IfRG/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Taapsee Pannu (@taapsee)

<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/reel/C-DMh0ECHqP/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14"> View this post on Instagram A post shared by Taapsee Pannu (@taapsee)

Meanwhile, Massey and Kaushal have also been engaging their fans with frequent updates about the movie, sharing posters, promos, trailers, and stories on their social media handles in anticipation of the film's release. To wrap it up, the marketing efforts for 'Phir Aayi Hasseen Dillruba' exemplify how a well-coordinated strategy can sustain interest and amplify excitement for a sequel. Through innovative recaps, strategic use of social media, engaging content, and interactive fan events, Netflix, film’s makers and the cast have crafted a compelling marketing narrative that promises to make the film's return an unforgettable event.

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