What is the unique promotional strategy for Anubhav Sinha's film Assi?

The makers of Assi are using an unconventional, ground-level promotional campaign that prioritizes theatre audiences and regional engagement over traditional digital rollouts.

What inspired the investigative thriller Assi?

Assi is inspired by the chilling real-world statistic that nearly eighty sexual assault cases are reported every day in the country.

Which cities are the cast of Assi visiting for promotional events?

The cast is touring Tier-2 cities, with Taapsee Pannu in Jaipur, Revathy and Kani Kusruti in Chennai and Kochi, and Anubhav Sinha, Manoj Pahwa, and Kumud Mishra visiting Amritsar, Jalandhar, Ludhiana, and Chandigarh.

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Assi: Theatre-first promotion for Taapsee Pannu thriller

3 Feb

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Summary

Film 'Assi' uses unconventional theatre-first promotion.
Thriller inspired by daily sexual assault statistics.
Cast tours Tier-2 cities for ground-level engagement.

Assi: Theatre-first promotion for Taapsee Pannu thriller

The makers of the investigative thriller 'Assi' are launching an unconventional, ground-level promotional campaign ahead of its worldwide theatrical release on February 20, 2026. This strategy focuses on engaging theatre audiences and regional markets over digital platforms.

Inspired by the stark statistic of nearly eighty sexual assault cases reported daily, 'Assi' is positioned as a socially relevant film. The campaign began with exclusive trailer screenings in theatres alongside 'Border 2,' generating curiosity. Notably, the writer was highlighted as the highest-paid crew member, an unusual industry detail.

The film's cast has divided into teams for direct outreach. Taapsee Pannu is visiting Jaipur, while Revathy and Kani Kusruti engaged audiences in Chennai and Kochi. Director Anubhav Sinha, along with actors Manoj Pahwa and Kumud Mishra, will tour cities in Punjab.