SRK, Deepika and Rohit on the sets of Indian Idol - Page 3

If the promotion of Chennai Express is not yet in-your-face, it is for a reason. This is the way Shah Rukh Khan intends to keep it as and even in weeks to follow, there aren't any plans to go overtly ballistic.

"There have been a few major events, launches and press conferences that have taken place for Chennai Express but beyond that it has all been under check. Shah Rukh feels that there is no point thrusting any kind of marketing or promotion down the audience's throat when the film is heating up on its own merits," informs a source, "This is the reason why there hasn't been anything extravagant around the entire campaign so far."

This is unlike Shah Rukh's last production Ra.One where more than six months had gone into promoting the film with a marketing budget that went into tens of crores.

"It was required there since the super-hero genre was being introduced to the audience. It was a conscious call back then to be very aggressive about the film so that it was known to one and all what the film was all about. It is not required for Chennai Express though since the very first promo established what it was all about," the source adds.

"Also, with the likes of Shah Rukh Khan, Rohit Shetty and Deepika Padukone out there, you don't need to scream from the rooftops about your product. The film is coming on Eid and with the kind of credentials involved in the film; audience is bound to step forward on his own. Yes, there is connect that is required with the youth and for that an elaborate digital campaign is on," he continues.

However, physical presence of lead actors and director in any and every other event has been done away with. No wonder, even with less than 20 days remaining for the film's release, there aren't any 'dozen odd' city tours being planned, something which is pretty much in the vogue.

"The idea is to bring the film rather peacefully than indulge in the kind of hustle-bustle which otherwise comes with the territory," an insider connected to Chennai Express adds, "There would be very few, but prominent cities, that would be visited. However, at the end of it all, it is the film which is going to make the maximum noise on its release."

Well, this move could well turn out to be not just an anti-thesis of the way other biggies promote their films but also pave the way for a much relaxed release outing.