Full Breakdown
Lionsgate Teams with Indian Action Star Yash to Boost Film Promotion in India
8/27/2026, 4:04:12 AM
Lionsgate’s New Indian Promotion Deal
Lionsgate has entered a partnership with Indian actor Yash and his production company Monster Mind Creations to promote select Lionsgate theatrical releases in India, the world’s fourth-largest film market, and among diaspora audiences abroad. The agreement was finalized by Lionsgate Motion Picture Group EVP Anugrah Joshi and Yash’s agent Avinash Bidaia.
Market Context and Strategic Rationale
India is described by Lionsgate executives as the fastest-growing cinema marketplace globally. The studio aims to leverage Yash’s influence—more than 25 million followers across personal and company platforms—to amplify campaigns for upcoming titles such as the John Rambo sequel and the John Wick spinoff *Caine*.
Key Players
- Yash – Indian action-film star and founder of Monster Mind Creations; leads promotion efforts.
- Adam Fogelson – Chair, Lionsgate Motion Picture Group; highlighted India’s market importance.
- Anugrah Joshi – EVP, International Business Strategy, Lionsgate Motion Picture Group; negotiated the deal.
- Avinash Bidaia – Agent for Yash; co-negotiated the partnership.
Deal Details and Numbers
The collaboration will feature Yash promoting Lionsgate releases through his social channels and production network. Trailers for Yash’s own film *Toxic: A Fairytale for Grown-Ups* have amassed roughly 340.9 million views since debut. *Toxic* opens in North America on August 26 and is being released in multiple Indian languages (Hindi, Telugu, Tamil, Malayalam) alongside its English version. Yash’s upcoming Sony film *Ramayana* is slated for global release on November 6. Action choreography for *Toxic* is provided by J.J. Perry, known for work on the *John Wick* and *Fast & Furious* franchises.
Anticipated Impact
Lionsgate officials say the partnership will “bridge cinematic worlds” and draw global audiences back to in-theater experiences, capitalizing on Yash’s star power and the expanding Indian fanbase. By aligning with a high-profile Indian talent, the studio expects to strengthen its foothold in a strategically vital market while extending the reach of its action-driven library.
