Why Ranveer Singh Didn't Promote 'Dhurandhar'? Marketing Head Reveals The Truth

New Delhi: The biggest and most blockbuster film of 2026 is "Dhurandhar: The Revenge." This spy-thriller has grossed over ₹1,800 crore worldwide. Notably, both films in this franchise have collectively grossed over ₹3,000 crore. However, prior to these films' record-breaking success, their marketing and promotion methods were much discussed. 

Before the film's release, Ranveer Singh didn't engage in the kind of promotions typically performed for major Bollywood films. Now, the film's marketing head, Varun Gupta, has revealed the main reason behind this.

Aditya Dhar and Ranveer Singh 's "Dhurandhar" was a huge box office success. However, the film's marketing strategy faced significant criticism before its release. Some fans expressed disappointment at the lack of buzz surrounding the film. Varun Gupta, founder of Max Marketing, revealed a major secret in an interview with the "Everyday Empires" podcast.

Why did Ranveer Singh not do the promotions?

In fact, Max Marketing was the agency that handled the promotional campaigns for Dhurandhar and Dhurandhar: The Revenge. Varun Gupta also revealed Aditya's reaction to the pre-release criticism. Varun said, "Before Dhurandhar, I can't remember any Hindi film releasing a 3.5-minute promotional video six months before its release. While this is common in Hollywood, it's never been seen before in Hindi cinema. His team joined Dhurandhar before the film's star cast had even been finalized, and he listened to the script at that time."

What discussions took place regarding 'Dhurandhar'?

The film's marketing head stated that, prior to its release, numerous articles surfaced questioning the film's poor promotion and lack of buzz in the market. However, during these times, Aditya Dhar remained completely calm, simply sending reports to his team and simply saying, "Everything is fine." He never questioned anyone. His calm demeanor and confidence inspired the entire team to give their 100 percent. The marketing head stated that receiving this kind of trust turned every member of the team into a warrior. He is extremely happy with the film's historic success, as it is the result of the hard work of every single individual.

Also talked about 'paid smear campaign'

Marketing head Varun Gupta also spoke about the "paid smear campaigns" that often occur before a film's release. He said, "Whenever a film starring a major star is about to hit theaters, a certain segment of the audience engages in unprovoked criticism. This situation is challenging for the producers, as they are constantly targeted for promotion. Overall, both producers and actors face criticism in every situation."