Pankaj Tripathi, who already carved a niche in the crime‑thriller arena, told Hindustan Times that Ritesh Sidhwani kept the conversation away from social media, letting the film speak for itself. That approach? It turned into a quiet confidence that grew with every footfall.
The movie, a spin‑off of the binge‑hit series, has already collected Rs 195 crore net in India after 12 days, with a gross of Rs 233 crore. It’s still ticking up, adding Rs 5.50 crore on its 12th day alone, proving the strategy pays off.
Sidhwani, co‑producer with Farhan Akhtar, has never been one to shout from the rooftops. Instead, he let word‑of‑mouth do the heavy lifting, and the buzz is now a steady stream of viewers rather than a one‑time spike.
With a cast that reads like a who’s‑who of supporting talent – Ali Fazal, Divyenndu, Jitendra Kumar, and Rasika Dugal – the film’s ensemble keeps the narrative tight and the audience hooked. Gurmeet Singh’s direction keeps the pacing snappy, while Puneet Krishna’s script is peppered with the sharp wit that fans love.
As the film rolls out on Amazon MGM’s global platform, the low‑profile marketing could become a case study for future Indian releases. If the silent strategy keeps the box office sliding up, Hollywood might take a page from Ritesh’s playbook.