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Bollywood star Vicky Kaushal, who earlier delivered the superhit ‘Zara Hatke Zara Bachke’, is gearing up for yet another theatrical release. This time, too,it will be a content-driven family entertainer for Vicky. Titled

‘The Great Indian Family’, the film will see him essay the role of a devotional music singing sensation Bhajan Kumar, who makes a living by singing songs of Lord Krishna at different events.

At the song launch event of the film, Vicky discussed with the media that the content-driven films are back at the top after an extended lull induced by the Covid-19 pandemic.

The actor said: “Agar koi 3 mahine pehle ye kehta ki ‘content-driven films are not working at the box-office’, toh main maan bhi leta (If three months back someone told me that content-driven films are not working at the box-office, I would have still believed them). But now, things have changed. The trend about content-driven films not working at the box-office has changed for good.”

He then went on to quote recent examples of films which are content-driven and are working at the box-office: “Look at ‘Dream Girl 2’, ‘Rocky Aur Rani Kii Prem Kahaani’, ‘OMG 2’ and ‘Ghoomer’, these are all high on content films, and are pulling the crowd back in the theatres. I hope our film ‘The Great Indian Family’ too works its magic and receives love from the audience.”

‘The Great Indian Family’ which also stars former Miss World Manushi Chillar, Kumud Mishra and Manoj Pahwa, has been produced by Yash Raj Films, and has been directed by Vijay Krishna Acharya. The film will debut in cinemas on September 22.