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Viacom18 launches mega teaser campaign for ‘Gabbar Is Back’

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MUMBAI: In a first-of-its-kind teaser initiative, Viacom18 Motion Pictures has launched a massive campaign for its upcoming action thriller Gabbar is Back. The initiative makes a daring new announcement – ‘Bad is the New Good.’

 

Grossing almost one million touch points across 15 cities pan India, this 360 degree promotional drive is targeted at the grass root level in an attempt to effectively reach out to the common man.

 

Viacom18 Motion Pictures and Sanjay Leela Bhansali reunite for the film, which stars Akshay Kumar in the lead. Fighting for a cause, Gabbar – a common man – believes in standing up for what is right and is seen battling various grass root level corruption in his unique albeit brutal manner. With larger than life action sequences and a gripping storyline, the film will see Kumar in a never seen before avatar.

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Viacom18 Motion Pictures vice president – marketing Rudrarup Datta said, “The name Gabbar strikes the fear of the original Gabbar Singh and with this campaign, we have created witty hoardings, motion posters and other branding elements that warns one against corruption. The objective was to engage with the real junta at the grass root level. As the film is an entertainer with a message, our campaign reflects the same.”

 

Driving synergies with the film, the marketing teaser campaign for Gabbar is Back revolves around the common man and his uncommon problems with rampant corruption all around. Each branding element was customised for this campaign integrated with the original Gabbar Singh dialogues. For example, on a chai cup or poster – the messaging reads as – Chai Piyo, Chai Paani Nahi. On the other hand, the copy on a poster in a pan stall reads – Rishwat Ka Chuna Khaaya, Ab Goli Kha.

 

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On-ground: The Gabbar poster was inserted in 50,000 dabbas with about 3500 dabbawalas sporting the Gabbar pneumonic T-shirts. Close to 10,000 rickshaws across 21 cities, 370 buses covering Maharashtra, 15 hoardings across the Delhi metro line, 10 hoardings across the Mumbai Metro, 150 platform hoardings across Mumbai railway stations, two local trains with branding one on the Western Line and one on the Central, 35 hoardings on petrol pumps across Mumbai and Ahmedabad and 4500 Meru Cabs across four cities were branded with witty Gabbar creatives that warned all against corruption.

 

Additionally, eight lakh branded Gabbar teacups were distributed with 14,000 danglers and 7000 posters across 3000 tea stalls and 4000 pan stalls across 13 cities. Furthermore, Gabbar branded tags were inserted on LPG cylinders going to 1,00,000 households in Mumbai and anti-piracy posters were installed in 2000 entertainment retail stores across three cities.

 

Print: Innovative ads in were inserted in leading publications.

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Radio: A strategic tie up wherein the teaser posters were distributed at chai stalls and pan tapris at 500 outlets across 17 cities where their channel plays.

 

Digital: Reaching out to a vast fan base, the campaign has already garnered 6790 Facebook likes, 1611 Twitter followers and 10574 Instagram followers in a matter of a few days. Four different motion teaser videos were launched on four portals with exclusive tie-ups for each of the videos. The first teaser alone garnered over five lakh views on the first day.

 

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The hashtag #GabbarTeaser trended on Twitter India for five hours, reaching 7.5+ million users. The hashtag #GabbarIsBack reached out to 9.3+ million users even before the launch of official properties. Memes that were both witty and topical were created and floated across social media and Whatsapp.

 

The movie also stars Shruti Hassan, Sunil Grover and Suman Talwar with a special guest appearance by Kareena Kapoor Khan. Gabbar is Back is slated to release on 1 May, 2015.

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Boney Kapoor acquires remake rights of Tamil political satire Thalaivar Thambi Thalaimaiyil

Strong word-of-mouth turns Pongal satire into remake pick

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MUMBAI: A Pongal release, a village satire and a theatre visit in Coimbatore have turned into Boney Kapoor’s latest acquisition. The producer has secured the remake rights to the Tamil political satire Thalaivar Thambi Thalaimaiyil (TTT), a film that has been enjoying a strong theatrical run powered by word-of-mouth and praise for its sharp, rooted writing.

Set in a rural milieu, the story follows a panchayat leader thrown into disarray when a wedding and a funeral land on the same day. What unfolds is a swirl of satire and humour that skewers local politics, power games, bruised egos and family tensions, all anchored in the textures of everyday village life.

Kapoor first encountered the film earlier this year while in Coimbatore for the Celebrity Cricket League. With time to spare, he caught a screening at a local theatre. That viewing proved decisive. According to sources, the narrative style, performances and the film’s balance of political commentary and comedy caught his attention.

Interest quickly turned into intent. Kapoor reached out to the producers soon after to explore a remake. Talks gathered pace over the following weeks and came to a head last Friday at the film’s success party in Chennai, where Kapoor joined the celebrations and continued negotiations with the makers.

By the end of the evening, the deal was sealed, with Kapoor formally acquiring the remake rights.

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For an industry constantly mining regional cinema for the next crossover story, the move is telling. A small-town satire with local flavour has found a national backer. And if Kapoor’s instincts hold, a tale born in one village may soon echo far beyond it.

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Fans take centre stage as Zee Cine awards turns the spotlight around

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MUMBAI: When the applause gets louder than the dialogue, you know the fans have taken over. That was the unmistakable mood as Zee formally announced the Zee Cine Awards 2026, flipping the script to celebrate not just cinema’s stars, but the people who cheer them on the loudest.

The 24th edition of the awards marks a fresh chapter in Zee’s long-standing relationship with Hindi cinema, anchored in its fan-first philosophy, Fantertainment. This year’s theme, ‘Yeh Pal Hai Fans Ka’, reinforces a simple idea: cinema’s most powerful moments are shaped as much by audiences as by actors on screen. Presented by Maruti Suzuki, the awards aim to turn fandom into the main event.

The announcement, held in Mumbai, was anything but a routine press conference. Bollywood stars Akshay Kumar, Tamannaah Bhatia, Jacqueline Fernandez, Sonam Bajwa, Aparshakti Khurana, composer Mithoon and singer Palak Muchhal joined fans to kick off the celebrations, turning the launch into a high-voltage, participative spectacle.

Staying true to the theme, fans didn’t just watch the announcement, they drove it. Akshay Kumar took the lead, pulling fellow stars on stage and energising the room, before the unveiling of a live LED Fan Meter. Powered purely by audience cheers, the rising meter culminated in the reveal of the Zee Cine Awards 2026 ground event date, announced in unison with fans, blurring the line between performer and spectator.

The momentum continued as Tamannaah Bhatia, Jacqueline Fernandez, Sonam Bajwa and Aparshakti Khurana recreated iconic hook steps, joined by Mithoon and Palak Muchhal for music-led interactions. Games, spontaneous performances and playful banter kept the focus firmly on shared moments, underscoring the evolving bond between cinema and its audience.

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Beyond the launch, the awards will roll out as a multi-platform journey across television, digital, print and fan-led experiences. The aim is sustained engagement from the first announcement to awards night cementing fandom as a cultural force rather than a footnote.

Commenting on the milestone edition Zee head of advertisement revenue, broadcast & digital Laxmi Shetty said the 24th Zee Cine Awards continue to draw strength from the network’s omni-channel ecosystem, reflecting how audiences consume content today across TV, digital and social platforms. She noted that long-standing brand associations, including Maruti Suzuki’s three-year partnership and support from brands such as Hell Energy, underline the platform’s scale, trust and cultural relevance.

As Zee Cine Awards 2026 gathers pace, one thing is clear: this year, the loudest cheers won’t just echo in the auditorium, they’ll shape the show itself.

 

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Prime Video to stream Don’t Be Shy, produced by Alia Bhatt

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MUMBAI: Prime Video has found its next feel-good original, and it comes with a healthy dose of heart, humour and youthful chaos. The streaming platform has announced Don’t Be Shy, a coming-of-age romantic comedy produced by Alia Bhatt and Shaheen Bhatt under their banner, Eternal Sunshine Productions.

Written and directed by Sreeti Mukerji, the film follows Shyamili ‘Shy’ Das, a 20-year-old who believes her life is neatly mapped out until it suddenly is not. What follows is a relatable tumble through friendship, love and the awkward art of growing up, when plans unravel and certainty gives way to self-discovery.

The project is co-produced by Grishma Shah and Vikesh Bhutani, with music composed by Ram Sampath, adding to the film’s promise of warmth and energy. Prime Video describes the story as light-hearted yet emotionally grounded, with a strong female-led narrative at its core.

Prime Video India director and head of originals Nikhil Madhok, said the platform was delighted to collaborate with Eternal Sunshine on a story that blends sincerity with humour. He noted that the film’s fresh writing, earnest characters and infectious music make it an easy, engaging watch for audiences well beyond its young adult setting.

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For Alia Bhatt, Don’t Be Shy reflects the kind of storytelling Eternal Sunshine set out to champion. She said the film stood out for its honesty, its coming-of-age perspective and Mukerji’s passion, which she felt was deeply woven into the narrative. Bhatt also praised Prime Video for supporting distinctive voices and bold creative choices.

With its breezy tone and familiar emotional beats, Don’t Be Shy aims to charm viewers whether they are rom-com regulars or simply in the mood for a warm, unpretentious story about life refusing to stick to the plan.

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