Music and production giant, T-Series, couldn't be happier as their emotional drama AASHIQUI 2 opened to an unprecedented response unanimously across theaters in the country.
Be it the live concert celebrating the film's music or taking its promotional campaign into screens with statues in the signature AASHIQUI pose reminiscent of the cult film , T-Series went all guns blazing with promotional strategies that carpet-bombed the market in a mere 2 weeks, given the shift in the film's release date.
Says producer Bhushan Kumar, ''We are overwhelmed with the response the film has garnered…We were able to successfully give it the right nudge in its marketing and promotion pockets. The idea was to bring old-school romance back into vogue and we are extremely happy that we have managed to do so in such a short span of time''.
And while the film opened to rave reviews it also managed to make a killing at the box office .
Says an acclaimed critic and trade analyst, ''AASHIQUI 2 brings romance back on the Hindi screen – intense, pure, selfless and heart wrenching. A stirring account with brilliant moments, bravura performances, strong emotional quotient and addictive music, this one's an absolute must watch for the romantics.''
Adds another trade expert, ''On the whole, AASHIQUI 2 is an entertaining film with hit music. It will keep its distributors smiling.''
Says a critic, ''AASHIQUI 2 is a good soup for the lovers' soul – with a dash of old-world flavour''
Directed by Mohit Suri, starring Aditya Roy Kapur and Shraddha Kapoor, T-Series & Vishesh Films musical drama AASHIQUI 2 released on 26th April 2013.