ASSI Chooses Conversations Over Campaigns, Screens Early for Cine Lovers

The makers of ASSI are set to roll out an audience-first promotional strategy by taking the film across India ahead of its release. With six special premieres planned across Patna, Ahmedabad, Indore, Lucknow, Delhi, and Kolkata, scheduled a week before the film’s release, the makers aim to spark the right conversations among audiences. This approach also reflects the strong confidence the team has in the film.

The team behind ASSI has consciously chosen to step beyond the usual promotional circuits to connect directly with audiences who continue to champion meaningful, content-led films. These cities represent communities of viewers who engage with cinema not just as entertainment, but as a shared cultural experience.

By bringing the film directly to audiences ahead of its theatrical release, the makers hope to initiate conversations at the grassroots level, allowing the film’s themes to resonate organically. This approach mirrors the core intent of ASSI, an investigative courtroom drama that dares to question uncomfortable realities and provoke dialogue beyond the screen.

The premieres are envisioned not merely as celebratory events, but as cultural touch-points, spaces where filmmakers, performers, and audiences come together to engage with the film’s ideas. In doing so, ASSI positions itself as a film that belongs as much to its viewers as it does to its creators.

Starring Taapsee Pannu in the lead, ASSI features Kani Kusruti, Revathy, Manoj Pahwa, Kumud Mishra, and Mohammed Zeeshan Ayyub, with special appearances by Naseeruddin Shah, Suprriya Pathak, and Seema Pahwa, further elevating the film’s thrilling depth.

Gulshan Kumar and T-Series present ASSI, a Benaras Media Works production, directed by Anubhav Sinha and produced by Bhushan Kumar, Krishan Kumar, and Anubhav Sinha.

The film releases exclusively in theatres worldwide on 20th February 2026.