India, June 23 -- Main Vaapas Aaunga's remarkable box-office turnaround has become one of the year's most talked-about success stories, proving once again that word of mouth can sometimes achieve what traditional marketing cannot.

At a time when a film's fate is often decided by its opening weekend, the Imtiaz Ali directorial has defied expectations. It's second-week collections have surpassed its entire first-week earnings, turning what many in the trade had initially written off into a genuine phenomenon.

The film's extraordinary run is reflected in its day-to-day box-office growth. After opening at Rs.1.15 cr on its first Friday, Main Vaapas Aaunga grew to Rs.1.85 crore on Saturday ( up by 60.9%) and Rs.2.60 crore on Sunday (40.5%). ...