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The Times of India

Gossip / The Times of India

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'Never tried to oversell Dhurandhar through patriotism': Marketer

In a stunning turn of events, Aditya Dhar's 'Dhurandhar' soared past box office expectations, raking in over Rs 1300 crore globally without any prior advertisement. According to marketer Varun Gupta, this was a calculated move, championing a 'content first' approach that leveraged the film's exceptional quality to draw in viewers. Read on.

8 Feb 2026 11:33 am