Dharma Marks Shaandaar's 11 Years With Buzzer Clip
Synopsis
Dharma Productions revisited its 2015 romantic comedy Shaandaar on its 11th anniversary, posting a buzzer segment clip and directing fans to Prime Video. The move spotlights the studio's strategy of mining its archive for streaming engagement.
Key Takeaways
Dharma Productions posted a clip from Shaandaar on 22 October 2026 , marking 11 years since the film's release.
The post specifically highlights the film's 'buzzer segment' as a fan-favourite moment.
Shaandaar (2015) starred Shahid Kapoor and Alia Bhatt and was produced by the Dharma Productions banner.
The film is currently available for on-demand viewing on Prime Video .
The post is part of a broader industry trend of studios using social media anniversary moments to drive OTT streaming traffic.
Eleven years on, one scene from Shaandaar is still stopping people mid-scroll — and Dharma Productions knows it. The studio posted a clip of the film's iconic buzzer segment on Thursday, 22 October 2026, reminding fans why the 2015 romantic comedy still earns its name.
The Clip That Refuses to Age
The post, shared on Dharma's official X account, simply reads: 'Eleven years later, the buzzer segment still gets everyone' — paired with a video snippet from the film. No over-explanation needed. The clip does the talking, and judging by the studio's confident nudge to 'Watch on Prime Video,' the nostalgia is deliberate and strategic. Shaandaar starred Shahid Kapoor and Alia Bhatt in lead roles, directed under the Dharma banner that producer-director Karan Johar has built into one of Hindi cinema's most recognisable production houses. The film had a theatrical run in October 2015 and now lives on Prime Video, Amazon's streaming platform, where Dharma has housed much of its back catalogue.Studios Mine Their Archives for Streaming Gold
The move fits a well-worn but effective playbook: surface a memorable, shareable moment from an older title, let social media amplify it, and funnel fresh eyeballs to the streaming platform. For Dharma, which has consistently leveraged its decade-spanning catalogue — from tearjerkers to glossy romances — such anniversary posts serve a dual purpose: they reinforce brand nostalgia while quietly boosting watch-time numbers on OTT. As the line between film studio and content library continues to blur, anniversary clips are becoming as routine as trailers — and often more effective. A single viral moment from a decade-old film can outperform a polished promotional campaign for a new release. Eleventeen years in, Shaandaar's buzzer still buzzes — and Dharma is making sure you hear it.Point of View
High emotional recall, direct call to action on Prime Video. Studios have learned that a single nostalgia trigger can outperform expensive new-release campaigns among audiences already familiar with the IP. For Dharma specifically, which has a deep library of culturally embedded titles, this kind of anniversary drip-feed keeps older films commercially alive well beyond their theatrical window. The real question is whether sustained back-catalogue promotion can meaningfully shift subscription or rental numbers, or whether it primarily serves brand warmth — either way, the engagement math tends to work in the studio's favour.
NationPress
22 Oct 2026
Frequently Asked Questions
What is the buzzer segment in Shaandaar?
The buzzer segment is a fan-favourite scene from the 2015 Dharma Productions film Shaandaar, though specific plot details of the scene have not been officially detailed in this post.
Where can I watch Shaandaar online?
Shaandaar is available to stream on Prime Video, as confirmed by Dharma Productions in their 22 October 2026 post.
Who starred in Shaandaar?
Shaandaar starred Shahid Kapoor and Alia Bhatt in the lead roles and was produced by Dharma Productions under Karan Johar's banner.
When was Shaandaar released?
Shaandaar was released in 2015, making 2026 its 11th anniversary year.
Why is Dharma Productions posting about old films?
Studios like Dharma Productions regularly use social media to highlight memorable scenes from older titles, a strategy designed to drive streaming views on OTT platforms like Prime Video.
