For Indian cinephiles, love has always meant friendship—thanks to Kuch Kuch Hota Hai (1998), where Shah Rukh Khan’s iconic dialogue, “Pyaar dosti hai,” shaped an entire generation’s outlook on romance. But Netflix India’s latest promotional spot for its upcoming film Nadaaniyan has left audiences questioning this very notion.
Netflix India’s Nostalgic Yet Controversial Promotion
In a bold marketing move, Netflix India has recreated a scene from Kuch Kuch Hota Hai featuring the return of Archana Puran Singh as Miss Briganza. However, the twist comes when Ibrahim Ali Khan, the lead in Nadaaniyan, declares, “Love is an arrangement” after a lengthy monologue. To add to the intrigue, Khushi Kapoor’s character transfers Rs 25,000 to Ibrahim’s character—raising eyebrows about the film’s take on modern relationships.
Nadaaniyan Promotion: A Strategic Move to Stir Conversations
Nadaaniyan, produced by Karan Johar’s Dharmatic Entertainment, is set to release on March 7, 2025. With such a promotional strategy, Netflix India has successfully created buzz, making viewers eager to decode the film’s take on love and relationships.
The Trend of Recreating Classic Movie Scenes
This is not the first time brands have leveraged Bollywood nostalgia. Recently, pay-later service Simpl recreated the legendary ‘Kitne aadmi the’ scene from Sholay and the ‘Beta tumse na ho payega’ dialogue from Gangs of Wasseypur for their advertising campaigns. Similarly, Ibrahim and Khushi previously appeared in a Valentine’s Day campaign for Spotify India, where they curated playlists for each other—a nod to old-school mixtapes in the digital era.
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Conclusion: A Fresh Perspective or a Marketing Gimmick?
Netflix India’s Nadaaniyan promo is a conversation starter. Whether it’s a critique of modern relationships or just a clever promotional stunt, it has undeniably captured attention. Will the film redefine love for a new generation, or will it simply be a moment of controversy before release? We’ll find out on March 7, 2025.