Ramayana: New Strategy in Action?

Ramayana, one of the most expensive Indian films ever made with an estimated budget of nearly ₹4,000 crore, is generating massive global buzz. The film, being produced in two parts, stars Ranbir Kapoor, Sai Pallavi, and Yash in lead roles. To strengthen its worldwide reach, the makers have intensified promotions by organizing special screenings and promotional events in IMAX theatres across the United States. Audiences who watched the exclusive previews praised the visuals, VFX, and Sai Pallavi’s portrayal of Sita.

Amid reports that the pre-release business has not met expectations, the makers have shifted their focus to expanding the film’s global appeal. A grand promotional event titled Pratham Sankalp was recently held in Delhi with the entire lead cast in attendance. In addition, Ramayana School Programs are being conducted in over 500 schools across India to promote the country’s cultural heritage. Instead of relying only on trailers and posters, the team is presenting the film as a cultural movement, with industry attention now focused on whether the upcoming trailer will translate the excitement into box-office success.