“Films today are no longer dependent solely on physical promotional tours. Strategic digital campaigns, teaser drops, influencer collaborations, and algorithm-driven advertising often generate wider traction at lower cost. Word-of-mouth amplification, festival premieres, and platform-backed marketing, especially by OTT giants, also substitute for actor-heavy promotions. In many cases, content-led virality and targeted digital outreach have proven as effective as traditional press circuits,” said B. Shravanth Shanker, managing partner, B. Shanker Advocates LLP.
