On July 18, a Bollywood movie arrived in theatres without much fanfare. Unlike other Yash Raj Films, Saiyaara had a modest promotional campaign and reached theatres without anybody noticing. However, just a week into its release, the Mohit Suri movie is the talk of the town, with craze breaking all barriers among fans.

In the last few days alone, reels appeared on Instagram showing fans crying inconsolably watching the movie, while in another video, a young woman was given medical assistance after she fainted inside the theatre. Another fan appeared inside the theatre with an intravenous (IV) drip.

There were no mall visits, no theatre visits by lead actors or any song launch before the movie, yet Saiyaara, with its low-key promotion strategy, starring Ahaan Panday and Aneet Padda, is upending the fortune of Bollywood cinemas.

Mohit Suri, known for his blockbusters like Aashiqui 2 and Ek Villain, was having a dull few years in Bollywood until Saiyaara changed it all for good. Suri might have hit the jackpot with a wise strategy of releasing a vanilla love story in the times of raining action flicks that people have grown tired of. The makers are also revelling in joy over the dramatic success of a run-of-the-mill love story in these times of dating apps and open relationships.

However, the scores of videos now surfacing on social media have also invited the response of sceptics alike, as many called the hype unsoicited and rated the movie as a mediocre flick.

Saiyaara collected ₹21.25 crore on its opening day and is already on the verge of crossing the 100 crore mark. The movie is said to be inspired by the Korean drama A Moment To Remember.