Aamir Khan's strategy for Talaash

No excessive amount of publicity is going into the release of Reema Kagti's Talaash. And with reason.

We now learn that the master-strategist Aamir Khan has chalked out a deliberate plan with producer Ritesh Sidhwani and Farhan Akhtar to let Talaash be the most under-hyped film of the closing months in 2012.

Says a source, "When the marketing for Talaash was being discussed Aamir felt over-selling the film would damage it. Aamir felt it isn't a film that renders itself to flamboyant hype. Aamir sat with Ritesh and Farhan after the completion of the recent schedule of Dhoom 3 and devised a subtle marketing blueprint forTalaash."

The director Reema Kagti agrees the under-marketing of Talaash is deliberate.

"We are sandwiched between Jab Tak Hai Jaan and Son Of Sardaar on one Friday and Khiladi 786 on the next Friday. All these three are big extravagantly-hyped films. We had two choices. Either we made ourselves heard louder than these biggies, which was impossible. Or we spoke in a much quieter tone than our competition. We've chosen the latter option, also because we can't speak too much about the film without giving away the suspense," explains Reema as she prepares for another bigger fight.

The SMS rogues are trying to give away the suspense in Talaash. Among the all-knowing sms-es being sent out, there's one claiming that Aamir Khan is the murderer in Talaash.

Spoilers on sms and the internet purporting to give away the suspense in Talaash leave the director Reema Kagti unfazed. "I'd get seriously worried if any of these spoilers were anywhere near the truth. But they're way off the mark. So I am not really bothered."