“Veere Di Wedding” made noise among the viewers it wanted to target. It had a great start at the box office, with the release on 2177 screens in India, expected to cross Rs 35 crore plus this weekend. The movie already completed its 22.95 crores in first two days.

Actors involved in the project showed a sense of belonging to each other. Also, their focus was to promote it as a fun-filled female buddy film.

No gap was shown between the trailer date and the release date. The promoters were certain that the film’s trailer will be a controversial one as the typical Bollywood viewers hadn’t seen such ‘posh’ characters abusing and frequently talking about sex in a mainstream film.

They were right. It got people talking on social media, and it released just when the conversation around it hit the optimum.

Rhea Kapoor, in an interview with IANS, said, “Calling the film a chick flick would put it in a bracket. At a juncture where we are trying to break away from labels, it’s high time we had a film that doesn’t judge women and at the same time is aspirational.”

The trick of using term ‘aspirational’ probably worked, which attracted the urban female viewers who appreciated the film.

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