With Vijay 69 set to premiere on Netflix on November 8, Anupam Kher’s new film brings a heartfelt story of determination and resilience. Directed by Akshay Roy and produced by Maneesh Sharma, the film tells the story of a 69-year-old named Vijay who decides to defy age by training for a triathlon. This theme of pursuing dreams, no matter the age, has resonated well with audiences in past slice-of-life films. Yet, despite the strong storyline and high-profile cast, Vijay 69 seems to be facing an all-too-common issue with OTT releases—a lack of aggressive marketing.
Much like other OTT releases, Vijay 69 is at risk of slipping under the radar. While Netflix has shared a motion poster featuring Anupam Kher, the campaign feels limited when compared to blockbuster releases, which tend to garner significant attention online. The few social media posts so far don’t fully convey the emotional depth or inspiring journey of the character, potentially underselling a story that could resonate widely. A stronger promotional push might be essential to ensure Vijay 69 reaches viewers who could be inspired by its story.
OTT platforms like Netflix usually rely on big film releases or franchise movies to get into their heavy-duty marketing. Smaller honest-to-goodness stories such as Vijay 69 take a hit. Other collaborations between Netflix and YRF Entertainment, like The Railway Men and The Romantics, had visible campaigns that allowed for a wider access to different audiences. For such reason, Vijay 69 may take a hit with mild promotional initiatives, given that movies are often lost in Netflix’s treasure trove of titles.
Vijay 69 is also pitted against the busy November schedule that abounds with other bigger releases. Given the context of this premise, audiences may let this film slip under their radar in favor of those other titles that have been promoted notably. This leaves Janhvi Kapoor’s Vijay 69 at a loss, as themes like hope and perseverance, especially for its audience targeting the older demographic, could have provided some competition had they been marketed properly.
For now, it is for Netflix to decide of it will make any bouquets out of Vijay 69’s coming weeks towards widening viewership. An appropriate film deserving of promotion, it could offer a very helpful message to audiences that would genuinely benefit from it.
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