YRF’s Bikini Formula Doesn’t Always Pay Off
Glamour grabs attention, but does it sell tickets? From Neal ‘n’ Nikki to Alpha, Yash Raj Films has repeatedly turned to high-profile beachwear sequences, even as the box office continues to prove that storytelling remains king
For a studio that built its legacy on unforgettable storytelling with films like Deewaar, Kabhi Kabhie, Chandni, Dilwale Dulhania Le Jayenge, Veer-Zaara and Rab Ne Bana Di Jodi, Yash Raj Films (YRF) has increasingly leaned on glamour-driven promotions in recent years. Whether it’s an action spectacle, romance or comedy, beachwear sequences have become a familiar part of the studio’s visual playbook. But while these moments generate buzz, recent box-office trends suggest that glamour alone is no longer enough to guarantee success.
The trend continues with YRF’s upcoming Alpha, where both Alia Bhatt and Sharvari appear in swimsuit sequences. While visually striking, the scenes appear designed more for promotional appeal than narrative necessity.
YRF has a long-standing history of featuring glamorous swimsuit- and bikini sequences to elevate the commercial appeal of its movies. The production house, driven by filmmakers Yash Chopra and Aditya Chopra, has frequently introduced leading Bollywood actresses in bold avatars, often marking a significant transformation in their careers.
In Joshila (1973), veteran actor Bindu brought the shoot to a two-hour standstill after refusing a surprise bikini costume. Director Yash Chopra accommodated her discomfort by filming carefully framed side and back shots instead.
Under Aditya Chopra’s leadership, the production house increasingly embedded bikini clauses into its multi-film talent contracts.
Tanishaa Mukerji underwent a major physical transformation for Neal ‘n’ Nikki to fit into skimpy beachwear. Dhoom 2 featured Aishwarya Rai in a swimsuit, while Kareena Kapoor famously showcased her ‘size zero’ look in a bikini for Tashan (2008). Later, such scenes were integrated into lighter romantic comedies or contemporary settings.
Anushka Sharma donned a bikini for Badmaash Company and Ladies vs Ricky Bahl. Sonam Kapoor wore a two-piece for Bewakoofiyan to shoot a realistic swimming sequence, and Vaani Kapoor went through physical training to look good in beach wear in War.
Even in the highly successful YRF Spy Universe, high-glamour beach scenes are a staple trope. Deepika Padukone stunned in Pathaan in the viral track ‘Besharam Rang.’ Kiara Advani in War 2 garnered heavy online attention with her brief appearance in a sleek swimsuit. While these sequences provide major publicity, they have also sparked contract disputes.
Most notably, Shraddha Kapoor walked away from a multi-film YRF agreement and the film Aurangzeb (2013) because she was uncomfortable with the bikini and love-making scenes clause. The role eventually went to Sasha Agha, who was ready to don the bikini.
Old movies
· Chandini
· DDLJ
The bikini reveal has become a predictable YRF marketing device, but it has never been a reliable indicator of box-office success. Hits and flops alike have used the formula. Ultimately, audiences reward compelling stories, memorable characters and strong execution—not promotional glamour alone.
