Why Rajamouli Starting Varanasi Promotions With Hoardings Is Unusual

SS Rajamouli quietly kickstarting promotions for his next Varanasi-based film using massive hoardings has caught the attention of film circles and fans alike.

The director, known for secrecy and late-stage marketing, has reportedly begun early promotions in Varanasi — and that too through physical hoardings instead of teaser drops or social media announcements. What’s making this more intriguing is the strong buzz that the film involves Shah Rukh Khan, though no official confirmation has been made yet.

Creators online are reading this move as deliberate symbolism. Varanasi isn’t just another shooting location — it’s layered with history, spirituality, and national identity. Starting promotions there signals scale, seriousness, and a narrative rooted beyond conventional cinema marketing.

This also breaks a recent trend. Most big films now rely on digital-first hype: motion posters, viral edits, and teaser countdowns. Rajamouli choosing hoardings feels almost old-school — and that contrast itself is driving curiosity.

In simple terms: he’s letting place and presence do the talking, not algorithms.

Why this matters: For Gen-Z audiences, marketing fatigue is real. Constant digital noise often kills mystery before release. By using physical space and cultural symbolism, Rajamouli may be reclaiming attention without oversaturation — something few directors can afford to attempt.

There’s also a power angle. Only filmmakers with massive trust from producers and distributors can market slowly and differently. Smaller films don’t get that luxury and must fight for clicks from day one.

No official announcement has been made about the cast or title yet. But the hoardings have already done their job — they’ve started the conversation.