The team behind Anubhav Sinha's upcoming film Assi, starring Taapsee Pannu, is extending promotions beyond major cities with six special premieres in smaller towns. Actors Mohammed Zeeshan Ayyub and Kumud Mishra recently visited Lucknow to savor local cuisine and interact with students ahead of the release. The visit highlighted their affection for the city and insights into their roles in the social-issue drama.
The promotional campaign for Assi, directed by Anubhav Sinha and featuring Taapsee Pannu in the lead, is reaching audiences in non-metro areas through six special premieres across India. This strategy aims to connect with diverse viewers beyond urban centers, as announced by the makers.
Recently, co-stars Mohammed Zeeshan Ayyub and Kumud Mishra traveled to Lucknow, a UNESCO Gastronomy City, to promote the film. They indulged in Awadhi delicacies including kebabs, makkhan malai, kachauri-jalebi, and chaat. Kumud Mishra, who has collaborated with Sinha on multiple projects such as Jolly LLB 2 (2017), Mulk (2018), Article 15 (2019), Thappad (2020), and the upcoming Abhi To Party Shuru Hui Hai, expressed his fondness for the city. "I was telling Anubhav Sinha... that we should buy a house here given the amount of time we spend in the city," he said jokingly, noting his frequent visits for films and theatre. He also mentioned shooting Nishaanchi (2025) there and lamented the rushed pace during work trips.
Zeeshan Ayyub, remembered for Tanu Weds Manu Returns (2015) filmed in Lucknow, praised the local food: "Lucknow’s food is something I love to explore, and every time I find something new. You don’t get such kinds of food anywhere else, so we don’t mind putting in those extra calories."
The actors visited the National Post Graduate College, engaging with students on the film's social themes. Zeeshan emphasized the importance of discussions: "It’s very important that films dealing with social issues are talked about... I was happy to see the young lot being proactive."
In Assi, Zeeshan plays the rape victim's husband, focusing on expressions over dialogues. "Anubhav gave me a lot of space and liberty to play with the role which is a beautiful experience," he shared. Kumud, preparing for his challenging role, lost 17 kilograms. The film continues Sinha's tradition of addressing societal issues.