The 2016 romantic movie Sanam Teri Kasam has seen a strong response in its recent theatrical re-release, earning Rs 30.6 crore net, a significant increase from its original box office collection of Rs nine crore.

Directed by Vinay Sapru and Radhika Rao, the film starred Harshvardhan Rane and Mawra Hocane (a Pakistani star). The directors recall that Salman Khan had predicted the film’s potential when he saw the trailer. “Salman saw two minutes of the trailer and he said it is a blockbuster," Radhika told PTI in an interview.

The directors said that the film did not create the buzz that it deserved when it was initially released. “We expected a standard promotional campaign, but the studio did not follow through.” Vinay said.

"They said the channel is not interested in your artists, story and movie. It's not possible; they only want big artists. The studio said this to us.” added Radhika.

Sanam Teri Kasam revolved around a tough ex-convict, Inder (Rane) and a traditional librarian, Saru (Hocane), who fall in love and get married, but a tragedy changes their lives forever.

The directors credit the digital era, which gave the film a cult status and contributed to its success in the re-release. “After nine years, this happened so of course we are very happy. And we are also very proud of ourselves,” Radhika added.