The promotional campaign for Nayyi Navelli is taking a devotional turn ahead of its October 16 release. Singer Sadhu Tiwari will perform the film’s track “Awadhiya Ke Raja” live at Ram Ki Paidi in Ayodhya, with filmmaker Aanand L Rai and actor Yami Gautam Dhar expected to attend.
The event gives the film’s marketing a site-specific anchor. Ram Ki Paidi is described in the announcement as a location closely associated with Ayodhya’s religious and cultural identity, which makes the performance less a conventional concert and more a framing device for a film that is being sold as a fantasy family entertainer.
For Hindi film marketing, the location is doing part of the story. By staging the song at a place identified with Ayodhya rather than a neutral stage, the team connects the film’s title to a wider cultural conversation while the release is still days away.
The song behind the event
In the Nayyi Navelli album, “Awadhiya Ke Raja” was originally sung by Shreya Ghoshal, with lyrics by Vayu and music by G. V. Prakash Kumar. Placing Sadhu Tiwari on a live stage shifts attention from the recorded version to the campaign’s on-ground moment, while keeping the original credits part of the conversation.
For an audience that follows Hindi cinema closely, that detail matters. A film song can gain a second promotional life when it is performed outside a studio or awards stage, particularly at a location that matches its devotional register.
A Dussehra release strategy
The Ayodhya appearance lands just before Nayyi Navelli arrives in cinemas during the Dussehra period. Presented by Amazon MGM Studios and Colour Yellow, the film is positioned as a family-friendly title, and a devotional song event gives the team a culturally resonant image in the final days of the campaign.
- Song: “Awadhiya Ke Raja” from the Nayyi Navelli album.
- Original recording: Shreya Ghoshal, with lyrics by Vayu and music by G. V. Prakash Kumar.
- Live performance: Sadhu Tiwari at Ram Ki Paidi, Ayodhya.
- Release: October 16, presented by Amazon MGM Studios and Colour Yellow.
What to watch
The presence of Aanand L Rai and Yami Gautam Dhar gives the event a marquee face for coverage, while Sadhu Tiwari carries the musical moment. The test is whether the Ayodhya appearance becomes a talking point rather than a one-day photo opportunity.
A successful evening could strengthen the film’s association with devotion and family sentiment, and give the song a longer afterlife as audiences head into the Dussehra weekend. For now, the key detail is the choice of venue: the team is selling a mood, and it has chosen a stage that does that work before a single scene is shown.
Source: bollywoodHungama.com
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