Reels weren’t massive back then, but Instagram saw a flood of covers and couple edits. By the time the peppy "Badri Ki Dulhania" dropped, the contrast was perfect—soft romance first, party anthem second. 2. The ‘Bareilly to Kota’ Tour: Real India, Real Buzz Unlike stars who fly to malls in Mumbai, Varun and Alia took the Badrinath train to Tier-2 cities. They visited Kanpur, Lucknow, Kota, and Jaipur dressed as Badri and Vaidehi.

Long before “nepotism vs outsiders” dominated every headline, Alia Bhatt and Varun Dhawan were busy being Bollywood’s most reliable hit machine. And in 2017, when they returned with Badrinath Ki Dulhania (BKD), they didn’t just release a film; they executed a promotional masterclass that turned a small-town love story into a nationwide festival.

Let’s rewind and analyze why the remain a gold standard for Bollywood rom-coms. 1. The ‘Humsafar’ Craze: When Music Took Over Instagram The promotions didn’t start with a trailer; they started with a song. "Humsafar" dropped and instantly became the anthem for every couple in denial about their feelings. The PR team smartly pushed the lyrical video first, letting Alia’s soulful voice and the soft melody create an emotional hook.

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While the film talked about dowry and ambition, the promotions talked about Humsafar and Rooh Afza . That balancing act is what made BKD promotions legendary. Do you miss this era of Alia-Varun promotions? Which song— Humsafar or Badri Ki Dulhania —is still on your playlist? Let me know in the comments below.