When Saiyaara hit theatres, it did not lean on a star-studded PR parade or flashy influencer collabs. Instead, the film exploded online thanks to shaky mobile videos of fans crying, cheering, and even watching with IV drips. These reels were not coming from South Mumbai or cyber hubs in Gurgaon. They were streaming straight out of Indore, Lucknow, and Patna.
