From intense first looks to fans turning posters into bedroom walls and street moments, Sanjay Leela Bhansali’s film is already becoming an internet event.
A film does not always need a trailer to start a frenzy. Sometimes, a poster is enough.
That is exactly what seems to be happening with Love & War. Ranbir Kapoor, Alia Bhatt and Vicky Kaushal have each arrived with striking first looks, and every reveal has opened a new chapter in the online conversation around Sanjay Leela Bhansali’s upcoming film.
The buzz began strongly with Ranbir Kapoor. His first look immediately caught attention, not just for its intense visual treatment but also because it marks his reunion with Bhansali after almost two decades. The combination of nostalgia, scale and mystery gave fans plenty to discuss.
The poster’s details, from the blood on Ranbir’s hand to his attitude-heavy appearance, quickly became fuel for fan edits, reposts and AI recreations. Instead of remaining a single promotional image, the poster started taking on a life of its own across social media.
Alia Brings A Completely Different Energy
Then came Alia Bhatt.
Her cabaret-inspired first look shifted the mood of the campaign almost overnight. While Ranbir’s poster leaned into intensity and mystery, Alia’s look brought glamour, sensuality and a distinctly retro feel.
The reveal also showed a side of Alia that audiences do not often associate with her screen image. Set against Bhansali’s elaborate visual world, the poster created curiosity around what her character could bring to the story.
And the reactions were not limited to likes and comments.
One fan reportedly took the fandom to another level by covering a room wall with Ranbir’s Love & War poster. Another fan moment featured a cushion carrying Alia’s poster, with the image becoming part of an everyday sleeping setup.
These may look like small internet moments, but together they show how the film’s promotional campaign is moving beyond conventional celebrity fandom.
Vicky Kaushal Adds A New Layer
Vicky Kaushal’s entry has added another reason to watch the campaign closely.
Love & War marks his first collaboration with Bhansali, making his look reveal particularly significant. But instead of offering just one version of his character, the campaign has shown two very different sides.
The first poster presents Vicky in a scarred, intense avatar, complete with a cigarette and a darker bad-boy energy. The second takes a sharp turn, presenting him as softer, charming and more romantic.
That contrast has naturally raised questions about his character and the relationship dynamics at the centre of the film.
When Fans Become Part Of The Campaign
Perhaps the most interesting part of the Love & War rollout is how quickly fans have started participating in it themselves.
In Bihar, an auto driver turned Alia’s new look into a local announcement-style fan moment, taking the online excitement into an everyday setting. It is this kind of unexpected reaction that can make a promotional campaign feel larger than the film’s official social media pages.
The result is a steady stream of conversation rather than one short-lived poster drop.
With Ranbir bringing the nostalgia, Alia adding glamour and Vicky creating intrigue through contrasting looks, Love & War is already building something bigger than conventional pre-release buzz.
The film is set to release on 21st January. But online, audiences are already finding their own ways to make it feel like an event.
