The Punjabi film Mitha Zehar hit cinemas on 10 April 2026, but unlike most regional releases that generate pre-release chatter and opening-day footfall, this film arrived almost unnoticed. With limited promotions and barely any social media traction, the movie struggled to pull audiences to theatres on its opening Friday.
Introducing fresh faces to Punjabi cinema, the film stars Rahul Kalia, Ruuh Sangha, and Poonam Sood in lead roles, supported by a large ensemble cast including Ranjeet Riaz Sharma, Karam Kaur, Ravinder Mandh, Chamkaur S Sohal, Simarpal Singh, Daisy Grewal, Pali Mangat, Vipan Sood, Prince, and Anjali.
The project is both produced and directed by Balwinder Kalia, who attempted to bring a new story and fresh talent to the big screen. However, despite the effort, the film failed to create the kind of pre-release momentum that often determines the fate of Punjabi films at the box office.
Industry observers note that in today’s time, visibility is everything. Without aggressive digital marketing, music promotions, interviews, and influencer engagement, even a theatrical release can go largely ignored. Mitha Zehar appears to be a classic case where lack of awareness overshadowed the film’s arrival.
Whether word of mouth in the coming days can help the film gain traction remains to be seen. For now, the opening response suggests that the film has had a very quiet start in cinemas across Punjab and other regions.
Watch the trailer here:
