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Main Vaapas Aaunga: Naseeruddin Shah Carries What the Script Couldn’t

‘Main Vaapas Aaunga’ is everywhere right now. The internet has already crowned it Imtiaz Ali’s best work.

I walked into the theatre wanting to agree with that verdict because I’m a die-hard Imtiaz Ali fan. I love how he treats emotion, how he lets it sit instead of rushing past it.

I left having cried more than once during the screening of ‘Main Vaapas Aaunga.’ And yet I think this might be his weakest film, not his strongest.

The trouble starts with the story itself, or rather, with how many stories it’s trying to tell at once.

On the surface, this is a love story set during partition, which then widens into a story about partition itself, the families it broke and the trauma it left behind.

Give it a few scenes more and it widens again, this time into something closer to a statement about what war does to everyone it touches, the living and the dead.

Three distinct films are competing for the same runtime, and none of them get the space to become whole.

A story that tried to do one of these things well would have hit harder than a story that tries to do all three.

That dilution shows up most clearly in the characters.

Somewhere in the second half, I realised I had lost track of who the female lead actually was. She’s introduced as Jiya. Later she’s called Afsana. At some point a name appears tattooed on an arm that said Mallika Dil Fareb, and I still can’t say for certain which it was. If a film can’t keep me anchored to a character’s name, it has already lost me on her story.

The central love story carries the same disorientation. In their intro scene together, the two leads seem to be meeting for the first time. In the next, they interact like people who have known each other for years. I was never sure what point in their relationship I was watching, which meant I was never sure what I was meant to be rooting for.

There is one idea buried in this film that could have carried the entire narrative on its own. The women of this family are spoken of as cursed, dying young, one after another, and it’s the reason the opening credits are sung by women rather than played over a title card. That is a devastating premise. It deserved to be the film’s spine. Instead, it surfaces for a few seconds and disappears, treated as texture rather than as the story it clearly wanted to be.

Keenu’s arc suffers from the same instinct to gesture at emotion rather than build it. As a young man, he’s soft, romantic, almost boyish in how he loves. As an old man, his own son resents him for being distant and absent. The film tells us this shift happened. It never shows us why, or what broke in him along the way. I never knew which version of Keenu I was supposed to carry with me, the young man or the old one, and a nonlinear structure that keeps cutting between timelines only widens that gap, not just for the leads but for every character orbiting them.

And yet, the ending lands almost entirely because of Naseeruddin Shah.

His mannerisms carry decades of grief, an unfulfilled love, and a mind slowly losing its grip, all at the same time, without a single line needing to explain any of it. He is the reason I cried in that theatre. Take his performance out of this film and I don’t think it has a heartbeat left.

What stays with me isn’t that ‘Main Vaapas Aaunga’ is a bad film. It’s that it had the material for a genuinely great one, three times over, and chose to attempt all three rather than commit to one.

A love story during partition.

A story about the families partition tore apart.

A story about what war leaves behind long after the fighting ends.

Any one of these, told fully, would have been the film everyone is currently calling this one. Instead, it holds all three at once, and asks none of them to be whole.

The Visa x SRK Campaign: What Great Brand Marketing Actually Looks Like?

Visa is one of the most recognised brands in the world. It does not need a brand ambassador. So when it gets one and builds an entire campaign around his personal philosophy, that is a strategic choice worth paying attention to.

Most brands get this wrong because they hire a celebrity for their fame. They put a famous face on a product and call it a campaign.

But Visa India went a step further and did something different with one of the most recongized faces in the world – It hired Shah Rukh Khan’s philosophy.


The Campaign

A two and a half minute ad of just Shah Rukh Khan moving through life – parties, celebrations, luxury, limitless access – and every time he taps his Visa card, the world comes alive around him. The background track is paisa yeh paisa, a Bollywood classic that translates simply to: money makes everything possible.

The ad does not explain itself at all, rather it lets the story do the talking entirely through visuals and music, and it lands because every element is working together toward the same message.

That is the power of storytelling done right.


They Did Not Hire a Celebrity. They Hired His Philosophy.

SRK has always been vocal about his relationship with money. His worldview is straightforward: money buys peace of mind. Money buys power. Money buys access. He always says “Do not become a philosopher before you become rich.”

Visa took that belief and built a campaign around it. The ad does not feel like a brand deal, but a natural extension of who SRK is. That is the difference between casting a celebrity and casting the right person.

It is worth noting that SRK is also the face of a bhujia brand. Same celebrity, completely different campaign. Different product, different price point, different audience, different story. The ambassador alone is not the strategy. Its the right positioning and storytelling that does the work.


The Right Targeting Is the Other Half of the Story

Every campaign has to start with three questions.

What is the product or service? What is the objective? Who is the target audience?

Visa answered all three with precision, and the targeting is where this campaign shows its full intelligence.

Look at what the ad shows – Luxury, large celebrations and limitless access to the wildest of things and opportunities in the world. A life that feels completely without constraint.

This is not made for everyone.

It is made for people who already have wealth or are actively building it. More specifically, HNWI or aspiring HNWI.

People who understand credit, who understand power, who want to live aspirationally and spend confidently.

The campaign is not trying to convert a mass audience. It is speaking directly to a specific group of people and making them feel seen. When you watch that ad and it resonates with you, Visa already knows who you are.

That is smart targeting. And it works because it is precise, not broad.


Why This Matters

If your brand campaign is speaking to everyone, it is speaking to no one.

The Visa x SRK campaign is a masterclass in alignment. The product, the objective, the target audience, the ambassador, the storytelling — all of it is pointing in the same direction. Nothing is there by accident.

The right brand ambassador does not just carry your brand. They become your message. And when that message is already something your audience believes, you do not even need to explain it.

That is what great brand marketing looks like. Strategic casting. Precise targeting. And a story that sells itself.


Popcorn Pixel is a strategy-first creative marketing agency working with films and brands. If you want to talk brand strategy, get in touch.

What if Dhurandhar’s marketing was as ambitious as the film itself?

There’s a pattern in how Bollywood films get released in the UK.

If the film and the cast is big, the assumption is that the audience will show up because the name is enough and there’s a loyal community.

And often, it works. Just enough to call it a success.

Dhurandhar is a good example of a bigger question worth asking – and not just about this film, but about every major South Asian release that lands in this part of the world.

What would its promotional campaign look like if it matched the ambition of the film?

Because here’s what I know from working in this space: the South Asian audience in the UK is not one-dimensional. It never was.

A British-Pakistani family in Bradford, a Tamil household in Wembley, a second-generation Gujarati in Leicester – these are not the same brief. They share heritage, broadly, but they don’t share the same reason to buy a ticket on a Friday night.

The instinct to market to all of them as one audience is understandable because its simpler, but I think it’s also where most campaigns lose the sharpest version of themselves.

The most interesting thing about Dhurandhar, and the most underused, is its intergenerational pull.

This is a film that a diaspora father and his British-born son could sit in together and find completely different things to love. One sees a story rooted in a cultural world he knows. The other sees a spectacle built for a global audience that includes him.

And if you understand that tension and that dual belonging – it is an entire campaign concept and the brief writes itself.

But here’s where I want to push the thinking even further.

Dhurandhar is already a crowd-puller. There’s no doubt about that.

The question is, what if the marketing was engineered to make it culturally significant? Not simply as a film people went to see, but a world people were living, eating, breathing before they even bought the ticket.

A film with this scale, this star power, this audience – it has everything it needs to set a new benchmark for how Indian cinema shows up in the UK. Not just commercially, but culturally.

That level of ambition doesn’t necessarily require a bigger budget. I think it need an ambitious brief waiting to be written.

UK Asian Film Festival announces full programme for its 27th edition – Opening film by Onir & Imtiaz Ali

UK Asian Film Festival – the world’s longest running South Asian film festival – has unveiled the full programme of its 27th edition. Running at venues across London, Leicester and Coventry from Thursday 1st – Sunday 11th May, UK Asian Film Festival is presented by Tongues on Fire and is supported by the BFI Audience Projects Fund, awarding National Lottery funding. UK Asian Film Festival is powered by broadcast partners Lyca Radio and Geo TV.

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UK ASIAN FILM FESTIVAL ANNOUNCES OPENING AND CLOSING FILMS AND THEME OF 27TH EDITION

UK Asian Film Festival – the world’s longest running South Asian film festival – has announced the Opening and Closing films and theme of its 27th edition. Running at venues across London, Leicester and Coventry from Thursday 1st – Sunday 11th May, UK Asian Film Festival is presented by Tongues on Fire and is supported by the BFI Audience Projects Fund, awarding National Lottery funding. UK Asian Film Festival is powered by broadcast partner, Lyca Radio.

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