Rom-coms don't thrive on subtlety — they thrive on chaos, chemistry, and cultural noise. For Sunny Sanskari Ki Tulsi Kumari, we leaned fully into that truth, turning cast energy, heartbreak, and music trends into a high-voltage social ecosystem where chaos sold romance.
The campaign was built around the infectious chemistry of Varun Dhawan and Janhvi Kapoor, amplified through songs, reels, memes, and unfiltered shoot content. Rohit and Sanya's love for dance became a cultural trigger, pushing audiences to create millions of reels using the film's tracks — especially Bijuria and Panwadi, whose hook steps quickly took over Instagram feeds.
Instead of polished promotions, the team embraced messiness: fun, chaotic cast videos where heartbreak and entertainment co-existed as the central narrative. AI-led creative units were introduced to break the cookie-cutter rom-com feed, giving Dharma's social presence a fresh, disruptive edge.
By making chaos and entertainment the heroes, the campaign fueled speculation, fandom debates, and repeat engagement — turning 'who ends up with whom' into a shared cultural question. The result was sustained buzz, massive music-led virality, and a strong emotional connect that positioned Sunny Sanskari Ki Tulsi Kumari as a celebration of modern love, confusion, and second chances.
