Inside Sanjay Leela Bhansali's unique plan to launch Ranbir-Alia's Love & War

Filmmaker Sanjay Leela Bhansali's Love & War will reportedly begin its promotional campaign with a special asset instead of a standard launch. The film, starring Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, is set for a worldwide theatrical release on January 21 next year during the Republic Day weekend. It will be released in Hindi, Tamil and Telugu.Sources said Bhansali is personally overseeing the creation of the material, which is expected to offer audiences their first glimpse into the world of Love & War. The makers are said to be taking an unconventional route for the film's introduction, with the asset designed as an immersive experience rather than a conventional promotional launch.According to an independent industry source, "Sanjay Leela Bhansali is personally overseeing the creation of a special promotional asset that is expected to offer audiences their first glimpse into the world of Love & War. It is expected to mark the official beginning of the film's promotional campaign."The source added, "The makers are taking a rather unconventional route with Love & War. Instead of a standard promotional launch, they are developing a special asset that will serve as the audience's first introduction to the film. Conceived as an immersive experience, the asset will be personally shaped by Sanjay Leela Bhansali, who is working closely with his trusted creative team to bring his vision to life." Sources said the move is in line with Bhansali's filmmaking approach, with the material being developed as a cinematic introduction rather than standalone character posters or a conventional teaser. They said the aim is to present the scale, atmosphere and emotional depth of Love & War and set the stage for the wider marketing campaign.Another source said, "The immersive asset is currently in the final stages of development, with SLB closely involved in every creative aspect. If all goes according to plan, audiences can expect to witness the film's first official unveiling soon, giving fans their first taste of the filmmaker's ambitious vision." While details of the format have not been revealed, industry insiders said it is intended to be more than a promotional video. The objective, they said, is to create an event-like unveiling that transports audiences into the film's world.Release date moved to January 2027Love & War was earlier slated for a summer release this year, but the makers recently announced that it will now arrive in January 2027. While the makers have not stated the reason for the postponement, several media reports have said that changes to the storyline and extensive post-production work contributed to the delay.The film also marks Ranbir Kapoor and Alia Bhatt's return to the big screen after Brahmastra: Part One - Shiva in 2022. It is Bhansali's first directorial venture since Gangubai Kathiawadi, which was released in 2022 and also starred Alia Bhatt.With the revised date, the film is expected to clash at the box office with Rishab Shetty's The Pride of Bharat: Chhatrapati Shivaji Maharaj, which is also scheduled for a Republic Day weekend release next year.- EndsPublished By: Priyanka SharmaPublished On: Jul 29, 2026 19:40 IST