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Nostalgia, with a side of profit
Business Standard
|September 27, 2025
When Sanam Teri Kasam released in February 2016, it sank without a trace.
The reviews were mixed, and the box office collection was lacklustre. And since there were no big faces attached, it simply vanished, like many mediocre films of its kind do.
Yet, when the film was rereleased in February 2025, it reportedly became the highestgrossing Bollywood re-release of all time. Today, it enjoys a cult following, rivalling the likes of Andaz Apna Apna (1994) and Agneepath (1990).
What changed? Was it the memories of the Covid-induced lockdown, which had people craving to go out? Was it an audience satiated with what Hindi cinema was churning out: War, largerthan-life action, and historical fiction? It was probably both, plus a targeted PR campaign. But one thing is certain: Sanam Teri Kasam was no outlier.
This story is from the September 27, 2025 edition of Business Standard.
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