Approach Entertainment & Approach Communications, one of India’s leading integrated communications groups, has bagged the PR, digital, and entertainment marketing mandate for ‘Camp Decent’ (2025) — a satirical Hindi comedy produced by UFI Productions. Under this collaboration, the group will execute a comprehensive, multi-channel campaign to highlight the film’s bold narrative on gender equality and social hypocrisy, ensuring strong audience connect and cultural resonance.

Produced by Mujeeb-ul-Hassan and Vikas Gutgutia, with Sonu Tyagi as Creative Producer, ‘Camp Decent’ features a stellar ensemble including Brijendra Kala, Rajpal Yadav, Sara Khan, and Hemant Pandey. The film narrates the story of Kumar, an ambitious filmmaker whose contradictory outlook toward women is challenged by his outspoken friend Anahita — leading him on a journey of transformation and introspection. Seamlessly blending humor and social commentary, ‘Camp Decent’ takes a witty yet thought-provoking look at society’s double standards, positioning it as a must-watch for modern audiences.

According to Approach Entertainment press release, which highlighted the strategic collaboration between UFI Productions and Approach Entertainment & Communications. “We’re thrilled to partner with Approach Entertainment & Approach Communications to bring Camp Decent’s powerful message to audiences worldwide,” said Mujeeb-ul-Hassan, Founder and Producer of UFI Productions. “Their expertise in PR, digital strategies, and entertainment marketing makes them the ideal partner to elevate this film and spark meaningful conversations.”

Sonu Tyagi, Director of Approach Entertainment & Approach Communications, shared, “We are honored to collaborate with UFI Productions on ‘Camp Decent’, a film that entertains while addressing vital social themes. Approach Communications will lead PR, digital marketing, and events, while Approach Entertainment will drive celebrity engagements, influencer campaigns, and branded entertainment, creating a 360-degree strategy to maximize the film’s impact and reach.”

Approach Communications, with offices across Mumbai, New Delhi, Gurugram, Goa, Dehradun, Chandigarh, Kolkata, Hyderabad, and Jalandhar, will handle PR, digital marketing, media relations, and integrated communications for the project. The agency has been recognized with awards such as ‘The Biz India 2010 Award’ from the World Confederation of Businesses, the ‘Service Excellence Award’ from the World Marketing Organization, and the ‘PR Company of the Year’ at the Business Tycoon Awards. Known for its innovative and client-driven communication strategies, the firm has worked extensively across entertainment, healthcare, education, finance, and corporate sectors.

Meanwhile, Approach Entertainment — the group’s entertainment division — will lead the film’s celebrity and influencer collaborations, in-film promotions, branded entertainment, and experiential events. Headquartered in Mumbai with pan-India operations, the division specializes in celebrity management, advertising, corporate films, film marketing, and entertainment PR. It has a proven record of executing high-impact campaigns that connect brands with audiences through creative storytelling and strategic partnerships.

The group also operates Approach Bollywood, a prominent Bollywood and entertainment newswire, portal, and app that delivers real-time updates and insights from the Indian film industry. This platform serves as a bridge between filmmakers, production houses, and brands, ensuring impactful media visibility and industry engagement.

In addition, the group’s spiritual and philanthropic wing, ‘Go Spiritual’, continues to promote mental health, wellness, and social causes through initiatives like food and blanket donation drives, hunger eradication efforts, and awareness campaigns. The organization also runs ‘Go Spiritual News Magazine & App’ and plans to launch a Web TV and OTT platform focusing on spiritual and wellness content.

UFI Productions, led by filmmaker, producer, and singer Mujeeb-ul-Hassan, has over two decades of experience in film, television, advertising, and digital media. Based in Delhi and Mumbai with global collaborations in London, UFI Productions is known for acclaimed works such as ‘Dekh Bhai Dekh’ (2009), ‘Mantostaan’ (2017), ‘Side A Side B’ (2018), ‘Rabbi’ (2017), and ‘San 84 Justice’ (2019).

‘Camp Decent’, directed by Sandeep Kumar Rana, uses humor to address serious social issues and challenges entrenched mindsets. With its engaging storyline, talented cast, and powerful messaging, the film promises to strike a chord with audiences while setting a fresh benchmark for socially relevant cinema.