YODHA: How Karan Johar, Sidharth Malhotra, and Dharma Productions are devising unique strategies to create the right buzz

Sidharth Malhotra and patriotism seem to go hand in hand. After Shershaah, Mission Majnu, and Indian Police Force, he’s back in action with another ode to nationalism called Yodha, which also stars Disha Patani.

The film is all set to release on March 15 and till now, Dharma Productions and the marketing team has created the right buzz, opting for promotions sans interviews and appearances on reality shows. Here's what they have done so far:

Mid-air trailer launch

In a unique stroke of marketing, the team of Sidharth Malhotra, Disha Patani, and Rashi Khanna’s upcoming actioner Yodha launched the trailer of the film mid-air at about 37000 feet. The film is directed by by Sagar Ambre, Pushkar Ojha.

Sharing a video on Instagram, this is what producer Karan Johar had to say about the unconventional move- “What an absolutely thrilling day to be amongst our media fraternity and experience our trailer with them mid-air! Thank you to each and every one of you to indulge in it whole heartedly and all the love you gave to it!”

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Adventures of Yodha: The Case of the Missing Ship

Dharma Productions, in association with Mentor Disciple Entertainment, just expanded its horizons. In the run-up to the film’s highly anticipated theatrical release on March 15, Dharma Productions unveils the Yodha Universe with the launch of an adventure-thriller comic book, ‘Adventures of Yodha: The Case of the Missing Ship’, in collaboration with Pratilipi Comics.

Written by Akash Pathak and visualized by Ayantika Roy, the pulse-raising comic book spans eight episodes. Avid readers can immerse themselves in the adventures of Yodha by getting their hands on the limited-edition, featuring all eight episodes of the comic. Following its grand launch, the first three episodes are now available to read in both Hindi and English languages on the Pratilipi Comics App, with subsequent episodes releasing weekly on the platform.

Adventures of Yodha: The Case of the Missing Ship takes protagonist Arun Katyal on a life-altering mission to a phantom island. He embarks on a journey to uncover the mystery behind the disappearance of a ship in the expansive waters of the Arabian Sea. But how will Arun navigate through the challenges to get to the bottom of the mystery? To find out the answer to this question, plunge into the pages of Adventures of Yodha: The Case of the Missing Ship on the Pratilipi Comics App.

Speaking about building the Yodha franchise, Karan Johar, producer and owner of Dharma Productions, shared, "Yodha has been a passion project from the word go for everyone associated with it. Right from the beginning, we’ve been driven by our ambition to build a universe that hits home for people of the Indian subcontinent, and Adventures of Yodha: The Case of the Missing Ship is the first step towards achieving that goal. With Yodha, we strived to create an Indian counterpart for some of the globally renowned multimedia franchises. The comic, much like the film, follows our hero, Arun Katyal, on an adventurous mission – though this one is entirely different from the film’s plot. It's incredibly engaging, full of suspense, and maintains an ongoing theme of mystery that keeps you hooked until the end of the eighth episode."

Hero comes home

Sidharth Malhotra along with his co-stars Raashii Khanna and Disha Patani, was in the national capital to promote his film, directed by Sagar Ambre and Pushkar Ojha.

The trio also launched a patriotic song 'Tiranga' which is sung by B. Praak. The music is by Tanishk Bagchi, and the lyrics are by Manoj Muntashir Shukla.

"Delhi is my hometown. It's always good to be back here," said Sidharth.