'Jayeshbhai Jordaar' Ranveer Singh gifts Anushka Sharma unscented soap ahead of trailer launch

Jayeshbhai Jordaar, the big-screen entertainer from Yash Raj Films, stars Ranveer Singh as a new kind of hero whose heroism is rarely seen in Indian cinema. The film is widely regarded as one of the most innovative films produced by the Hindi film industry today. Now, ahead of the trailer launch, Anushka Sharma was given an unscented soap and a personalised note from Jayeshbhai, and she is excited to know what will unravel tomorrow.

Never before has such a gimmick been used to promote a film around the world, and the reason for it will be revealed when the trailer is released tomorrow morning at 11 am.

Maneesh Sharma, the producer, explains how this clutter-busting, high-concept marketing ploy works. He said that Jayeshbhai Jordaar is a film with a distinct cinematic smell. It makes an unusual attempt to break down cultural boundaries and prejudices. So, while they were thinking about the advertising side, their issue was how to figure out how to transmit the film's ethos, or cinematic smell. Finally, the makers resolved to follow in the footsteps of our hero, Jayesh-bhai!

Maneesh continued by saying that throughout the film, Jayeshbhai is attempting to bring about a constructive change through weirdly disruptive decisions. So they simply followed in his footsteps, using a scentless soap to transmit our film's fragrance: the scentless soap represents what Jayeshbhai, both as a person and as a film, is attempting to say and do. 

The producer added that their culture has stale and odourless constructions, hence the scentless soap. Jayeshbhai plans to dismantle and rebuild such structures.

The Fan helmer also said that Jayeshbhai does the most unheroic things and yet turns out to be the hero of the film. The soap may be odourless, but the trailer will undoubtedly emit its aroma. It's Jayeshbhai's fragrance, and it smells like a polite anarchist.

The much-anticipated Yash Raj Films film Jayeshbhai Jordaar, which also stars Arjun Reddy fame Shalini Pandey making her big-screen debut opposite Ranveer Singh, is directed by Divyang Thakkar and produced by Maneesh Sharma. The film will be released internationally on May 13, 2022.