Box Office: Sanam Teri Kasam’s blockbuster re-release proves the INSIGNIFICANCE of big marketing campaigns

Actor Harshvardhan Rane expressed gratitude as ‘Sanam Teri Kasam’ performed well at the box office after its re-release

After Yeh Jawaani Hai Deewani, Harshvardhan Rane and Mawra Hocane starrer Sanam Teri Kasam is doing wonders in its re-release. The tragic love story directed by Vinay Sapru and Radhika Rao finally found an audience in its second innings and stormed the box office, that too, despite being heavily promoted like the other re-releases. Harshvardhan Rane and Mawra Hocane’s Sanam Teri Kasam is enjoying a dream run nine years after its original release. Recently, Tumbbad surprised everyone by outshining its initial run with its relaunch. Now, the same thing is being repeated at the Indian box office. Surprisingly, the romantic drama’s re-release has crossed its original lifetime collection in the first two days and aims for a terrific total.

The glorious run of Sanam Teri Kasam will continue on Sunday too as the movie is recording a phenomenal occupancy on Day 3. Originally a flop, the Harshvardhan Rane and Mawra Hocane movie is all set to emerge as a big success in its re-release. 

Rane shared the box office update on Instagram, expressing gratitude to the audience. According to the actor’s posts, Sanam Teri Kasam collected Rs 5.14 crore (net) at the box office on Friday and went on to earn Rs 6.22 crore on Saturday. The total collection of the film now stands at Rs 11.36 crore.

Promotional and marketing campaigns are considered among the biggest tools to drive the audience to cinemas in today’s times, however, Sanam Teri Kasam wrote a completely different story. Interestingly, the movie was re-released without any promotions. It was only prompted a little by Harshvardhan Rane on his social media handle. The opening weekend figures of Sanam Teri Kasam are hinting towards the insignificance of big marketing campaigns. Though there is insane public demand for Sanam Teri Kasam even in the interiors, these figures should be taken with a pinch of salt as the makers have used external tactics to build perception around its box office performance.

While all eyes were on Badass Ravi Kumar and Loveyapa’s opening day performance, Sanam Teri Kasam (re-release) came out of the syllabus and smashed a superb 4.50 crore net. As the trend was solid and hype was visible on social media, the film was expected to perform brilliantly on day 2, and that’s what exactly happened. In fact, a solid jump of 22% was witnessed yesterday.