YRF Unique Strategy: Hrithik Roshan & Jr. NTR to Promote War 2 Separately
Hrithik Roshan and Jr. NTR : Yash Raj Films (YRF) is once again pushing the envelope with its promotional playbook. For the highly anticipated War 2, the next installment in the YRF Spy Universe, the studio is taking a bold and calculated step keeping lead stars Hrithik Roshan and Jr. NTR away from each other during all pre-release promotions.
Building Suspense by Preserving the On-Screen Rivalry
In a strategic move, Hrithik and NTR will not share the stage, a screen, or a frame together until War 2 hits theatres. This is being done to amplify the thrill of seeing the two powerhouses collide on-screen for the very first time.“Hrithik and NTR coming together is a once-in-a-lifetime cinematic event. Their brutal face-off is at the heart of the movie, and YRF wants the audience to first witness that unfiltered intensity on the big screen before they see the stars together in a friendly promotional setting,” revealed a senior trade source.
No Shared Appearances, No Interviews Together
As part of this approach:
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There will be no joint interviews, no shared promotional videos, and no shared event appearances between the two actors.
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The idea is to maintain narrative integrity and suspense, letting the onscreen conflict remain fresh and undiluted for the viewers.
YRF’s Proven History of Tactical Promotions
This isn’t the first time YRF has employed such a tactic. In the War (2019), Hrithik Roshan and Tiger Shroff were never seen together until the film's success party. Similarly, Pathaan followed a "no interviews before release" rule, using only strategic social media reveals from Shah Rukh Khan to build anticipation—resulting in a record-shattering box office run.
The YRF Spy Universe has always blended secrecy and spectacle to maximize viewer impact. For Tiger Zinda Hai, the campaign emphasized how the franchise laid the groundwork for the universe, surprising fans with cameos and storyline hints that paid off big-time.
The Big Picture: War 2 Set for Global IMAX Release
Directed by Ayan Mukerji, War 2 is shaping up to be one of 2025’s biggest cinematic events. The film is set for a global IMAX release on August 14, 2025, and is being produced by Aditya Chopra under the YRF banner. Joining the spy universe is Kiara Advani, in what insiders describe as her “most lethal avatar to date.”
Final Take
With an A-list cast, a high-octane plot, and YRF’s sharp marketing acumen, War 2 is gearing up not just as a movie, but as a full-blown cinematic phenomenon. And the decision to separate Hrithik and NTR in the build-up only makes fans want to see them together that much more—exactly what YRF wants