The makers roll out Ittefaq trailer; opt for no promotions strategy!


The trailer of Ittefaq, one of the most awaited films of the year, is out and has garnered an unprecedented response from the audience. The film is an adaption of the 1969 Yash Chopra film of the same name and stars Sidharth Malhotra, Sonakshi Sinha and Akshaye Khanna in key roles.

Sidharth Malhotra, who was recently seen in A Gentleman, steps into the mighty shoes of Rajesh Khanna while Sonakshi Sinha plays the character which was played by Nanda in the original film. Akshaye Khanna essays veteran actor Madan Puri’s role.

Venky Mysore, CEO, Red Chillies Entertainment, says, “Ittefaq is a crisp, new-age thriller and an exciting adaptation of the 1960 cult classic. The marketing strategy is also designed keeping this in mind, so as to maintain the element of mystery for the audience. Ittefaq is the result of a collaboration between three studios and we hope the audiences enjoy the way we have re-imagined it.”

Co-producer Karan Johar says, “For the first time, we have a no-promotion stand on Ittefaq. It’s important we don’t reveal any part of the film and have decided to keep the actors away from media interactions. So, hopefully, no spoilers, and definitely no promotion on our 100-minute non-stop mystery thriller.”

Juno Chopra, creative producer, BR Studios says, “Ittefaq is an edge-of-the-seat thriller with a contemporary take on its original version. The experience of this story can only be heightened without outing any spoilers or over communicating it to the audience. We believe that the film should speak to its audience through its trailer. I hope this will revolutionise the way stories are marketed.”

Helmed by Abhay Chopra and co-produced by Red Chillies Entertainment, BR Studios and Dharma Productions, Ittefaq arrives in cinemas on Nov 3, 2017