Aditya Chopra likes to launch new actors with potential in his films. He picks heroines not only from the model calendars but also from other departments of YRF like sales and marketing. Parineeti Chopra was his first such find and she debuted with Ranveer Singh and has become quite a big star by now. She was working with the marketing department of Yash Raj Films.
The new in that list is Bhumi Pednekar who was working in casting department of Yash Raj Films. The film Adiya chose to introduce her is Dum Laga Ke Haisha featuring the heartthrob of young girls, Ayushmann Khurrana. Bhumi doesn't look like your typical Bollywood heroine and this is precisely the reason Aditya Chopra chose her for this off-beat role.
Dum Laga Ke Haisha is an experimental romantic comedy that will be focusing more on the 'middle class comedy' genre. The film is directed by Sharat Katariya and is produced by Maneesh Sharma who directed films like Shuddh Desi Romance and Band Baja Baraat. Maneesh is an in-house producer for the film while Aditya is the real producer of Dum Laga Ke Haisha.
In house producer is a Hollywood concept which is yet to be popular in Indian cinema and Aditya Chopra of YRF is the one who introduce this to Indian cinema. It is reported that Bhumi has been a casting director for six years in YRF. Shanoo Sharma who was highly impressed with the way how Bhumi used to audition actors in the past. Shanoo called her for the audition under the pretense of a mock drill but after seeing her performance, he finalized her for the role.
It is reported that Dum Laga Ke Haisha will be a laugh riot.