Ajay Devgn's much anticipated directorial venture 'Shivaay' will release on 26th January 2017. But the makers are all set to reveal its look almost two years to the film's release. Releasing a look, sometimes as early as two years in advance has been something many renowned Hollywood studios have executed successfully. The idea is simple. By putting teaser out there, western filmmakers have been able to capture the palpable excitement of an audience awaiting a big-ticket venture. Now Ajay will go the Hollywood way with "Shivaay". And yes for this side of the world, it is perhaps a first and it is indeed a unique promotional strategy.


Currently the film's pre-production work is in full swing and the shoot is slated to start in Bulgaria in January 2016; a country the team settled on after scouting for a picture-perfect location the world over.

Ajay who is directing the film, also plays the protagonist. The Hindi cinema thespian Dilip Kumar and his wife, Saira Banu's grand niece, Sayesha makes her debut with 'Shivaay'.