NRI PULSE STAFF REPORT
Bollywood film promotions are undergoing a noticeable shift, moving away from routine interviews and press conferences toward short, shareable comedy-driven content designed for digital audiences. A recent promotional video released by Aamir Khan Productions for its upcoming spy-comedy Happy Patel: Khatarnak Jasoos is a clear example of this evolving strategy.
The video features Aamir Khan, actor-comedian Vir Das, and a surprise appearance by Sunil Grover, who delivers a spot-on impersonation of Khan. In the clip, Vir Das humorously struggles to tell the real Aamir Khan and Grover’s imitation apart, leading to a light-hearted exchange that has resonated widely on social media.
Such videos reflect a broader trend in Bollywood marketing, where humor and self-awareness are increasingly used to capture attention in a crowded digital space. With audiences consuming film-related content primarily on social media platforms, production houses are opting for entertaining, meme-ready clips that travel faster and farther than traditional promotional material.
The approach also signals a growing willingness among established stars to embrace self-parody. Aamir Khan, long associated with a carefully curated public image, appears comfortable being the subject of playful mockery—an attitude that aligns with the informal tone favored by younger viewers online.
The promotional push coincides with rising anticipation for Happy Patel: Khatarnak Jasoos, which marks Vir Das’ directorial debut. Das, best known internationally for his stand-up comedy specials and in India for films such as Delhi Belly, reunites with Aamir Khan Productions more than a decade after that cult hit.
Film marketing experts say this kind of content serves a dual purpose: it promotes the film while also generating organic engagement that feels less like advertising and more like entertainment. As competition for audience attention intensifies, especially ahead of theatrical releases, such strategies are expected to become even more common.
Produced by Aamir Khan Productions and directed by Vir Das, Happy Patel: Khatarnak Jasoos released in theatres on January 16, 2026.
