'Judged my audience': Aanand L Rai on 'Raksha Bandhan' failure
What's the story
Filmmaker Aanand L Rai, who is currently riding high on the success of his romantic drama Tere Ishk Mein, has admitted to faltering with his 2022 film Raksha Bandhan. The family drama, starring Akshay Kumar and produced by Rai's Colour Yellow Productions, could reportedly only rake in ₹48.63cr at the domestic box office during its lifetime run.
Audience miscalculation
Rai admitted to 'judging' his audience for 'Raksha Bandhan'
Rai admitted that Raksha Bandhan was the only film where he "actually judged my audience." He told Galatta Plus, "I totally faltered there." "This is for the first time in my entire journey of filmmaking that I decided that this is the kind of story needed by a certain section of the audience where we're not telling them great stories." "I never decide. I make films. I like a story, I make a film."
Filmmaking strategy
Rai's approach to 'Raksha Bandhan' and its consequences
Rai further elaborated on his approach to Raksha Bandhan, saying he believed the story needed to be simplified for audiences in smaller towns and cities. He said, "This is the kind of story which should be told simply. I used to take a flight with my story in which I'd discover myself. In this case, I thought I knew what I'm doing." "If you look at the film, it was beautifully formatted, which never worked for me."
Director's insight
Rai's reflection on 'Raksha Bandhan' and its impact
Rai also took responsibility for the film's failure and called it a "blunder." He said, "The problem was not with the script. The problem was with the director and the expectation from this director." "If you ask me, did I enjoy the process? I enjoyed with Akshay sir. He was real. He was performing with total belief." "But maybe this director's heartbeat wasn't with that rhythm. Somewhere, it didn't land the way I was looking at it."
Career trajectory
Rai's career journey and recent success
Rai has had a rollercoaster career, with hits like Raanjhanaa (2013) and the Tanu Weds Manu franchise, but also major failures like Zero (2018). Seven years later, he has finally found renewed success with Tere Ishk Mein. The film, starring Dhanush and Kriti Sanon, has reportedly earned ₹111.50cr in 16 days at the domestic box office. It marks Rai's reunion with Dhanush and composer AR Rahman after Raanjhanaa and Atrangi Re.