The latest trailer for Ayushmann Khurrana’s Yeh Prem Mol Liya shows the pair performing the sun‑sacred Chhath ritual, a bold pivot that mirrors the Vvaan’s earlier campaign.
The festival, celebrated with sunrise and sunset offerings, has long been a staple in Bihar’s cultural calendar, and its visual spectacle lends itself to cinematic melodrama. Directors have tapped into this imagery to create a sense of authenticity that resonates with an audience that includes millions of Bihari expatriates.
Cultural activist Anish Ankur explains that Chhath’s appeal lies in its direct connection between devotee and the sun‑god—no middleman, just pure devotion. “The festival’s ritualistic fervor creates a perfect backdrop for film marketing,” he says, noting that the Bihari diaspora is spread across the globe and often looks for representation in mainstream media.
But it’s not just about representation. Dr. Anil Kumar Roy, convener of the RTE Forum in Bihar, warned that the cinematic portrayal of Chhath can be a tool for political mileage. “If the film’s sentiment aligns with the festival’s spiritual ethos, it’s fine; if it feels like a gimmick, it risks alienating viewers,” he cautions.
The Bhojpuri film industry, long the original chronicler of Chhath on screen, has made a strong case for itself. Anish Ankur notes that while some Bhojpuri directors once shunned mainstream audiences, the industry’s recent successes have forced Hindi filmmakers to adopt the festival’s motifs. “Hindi movies are now incorporating Chhath to tap into a neo‑middle‑class market that the Bhojpuri sector once dominated,” he says.
As the release date for Yeh Prem Mol Liya draws nearer, fans are already debating whether the Chhath sequence is a heartfelt homage or a calculated marketing ploy. The film’s teaser, set against the backdrop of a sun‑lit riverbank, suggests the directors are banking on the visual drama of the ritual to win hearts. Whether the gamble pays off remains to be seen, but one thing is clear: the Chhath wave is now riding the Bollywood tide.