The makers of ASSI have unveiled a distinctive, audience-first promotional strategy by taking the film directly to viewers across India ahead of its theatrical release. In a move that underscores their confidence in the film, six special premieres are scheduled across Patna, Ahmedabad, Indore, Lucknow, Delhi, and Kolkata, to be held a week prior to the film hitting cinemas worldwide.
Unlike conventional promotional campaigns focused largely on metropolitan circuits and media-heavy launches, the team behind ASSI has deliberately chosen cities known for their strong engagement with meaningful, content-driven cinema. These locations represent culturally active audiences who view cinema not merely as entertainment, but as a space for dialogue, reflection, and collective experience.
By bringing the film to audiences before its official release, the makers aim to spark organic conversations at the grassroots level. The intention is to allow the film’s themes to resonate naturally, encouraging discussion beyond marketing narratives. This approach closely aligns with the core ethos of ASSI, an investigative courtroom drama that confronts uncomfortable truths and challenges viewers to engage with complex social realities.
The premieres are envisioned as more than celebratory screenings. They are designed as cultural touchpoints — spaces where filmmakers, performers, and audiences can interact meaningfully around the film’s ideas. Through this initiative, ASSI positions itself as a film that belongs as much to its audience as it does to its creators, reinforcing cinema’s role as a shared societal conversation.
Led by Taapsee Pannu in the central role, ASSI boasts a powerful ensemble cast including Kani Kusruti, Revathy, Manoj Pahwa, Kumud Mishra, and Mohammed Zeeshan Ayyub. The film also features special appearances by Naseeruddin Shah, Suprriya Pathak, and Seema Pahwa, adding further gravitas to its narrative depth.
Presented by Gulshan Kumar and T-Series, ASSI is a Benaras Media Works production, directed by Anubhav Sinha and produced by Bhushan Kumar, Krishan Kumar, and Anubhav Sinha. Known for tackling socially relevant subjects, the creative team continues its commitment to bold, conversation-driven cinema.
ASSI is set for an exclusive theatrical release worldwide on 20th February 2026.