Fahad Mustafa hinted the film in February 2017. Film was announced on 8 December. This will be his fourth collaboration with director-producer-duo Nabeel Qureshi and Fizza Ali Meerza. Qureshi commented on this that he feels best at working with him, and further revealed that it will be a different film from his previous three films. "There are a lot of things that I and Fizza believe in and we are trying to say them", he said to Gulf News. This was Mehwish Hayat's third collaboration with the three of them, including 2016 filmActor in Law. She commented on the film that it "tackles social issues prevalent in our society that need to be highlighted", for which her character is different from her previous ones, she said it as "a very traditional desi role". Meerza commented that they are "truly one of the finest actors our industry has". She said that the film explains "the load that comes" in the society "with the wedding". Mustafa shared with The News, "two of the biggest filmmakers in the country want to work with me and release their films at the same time", where he talked about this film and Nadeem Baig's Jawani Phir Nahi Ani 2. On 13 July, HIP reported that Mohsin Abbas Haider has co-written the film, as well as wrote the lyrics for two songs and has sung one of them.
Release
Film teaser was released on 27 June, and trailer on 17 July. The film was premiered on 18 August in Lahore, on 19 August in Dubai and on 21 August in Karachi. It released on Eid al-Adha worldwide; 22 August 2018, and on 23 August in UAE. Despite getting mostly positive reviews, the film could not manage to do well business at the box office due to very limited number of screens it got, as compared to the competitor films Jawani Phir Nahi Ani 2 of ARY Films and Parwaaz Hai Junoon of Hum Films. The director Nabeel Qureshi called it "unfair distribution", while the cinemas' management said that the "public demand" was on priority. Geo Films was also blamed for not promoting the film correctly, as others were doing.
Reception
Critical reception
Amna Karim writing for Bolo Jawan gave the film 4 out of 5 stars, appreciating Nabeel Qureshi for bringing a socially responsible narrative to Pakistani cinema. Shahjehan Saleem of Something Haute rated the film 4 out 5 stars and said, "the film does suffer from a few hiccups", however, these are not "big enough to affect the narrative", because set on "family problems", it has "the stars along with substance and soul". Omair Alavi rated 3.5 stars out of 5 and praised, "Everything from art direction to dialogues to actors' accent is perfect", adding that the social message is something to ponderthe audience. Sonia Ashraf wrote to DAWN Images praised the film due to the message in love story and most of the characters, but criticized the script length. Rahul Aijaz of The Express Tribune rated 2 out of 5 stars and said that despite the "strong message" about "social mockery" of marriage concept, the film "fails to be an up-to-the-mark film for multiple reasons."
The film had its television premiere on 16 February 2019 on Geo Entertainment, and it was premiered on YouTube on 27 February.
Accolades
Soundtrack
Like previous films for the director-producer-duo, this time also the music has been composed by Shani Arshad. The soundtrack album was released on 1 August 2018 by Zee Music Company.
