SRK to market his latest flick in his own style

Mumbai: Shah Rukh Khan has said he will promote his upcoming film Billu in his own style and not to imitate anybody else's marketing strategy.

Khan is extensively promoting Billu, which was earlier titled Billu Barber.

Sarcastic about the use of means like cutting of hair to promote film marketing, a reference to arch rival Aamir Khan's strategy for the superhit Ghajini, Khan said he will have his own way of promoting Billu.

"I am happy with the promotion of the film," he said. "Every film is promoted in a different way. We promoted Om Shanti Om in a different way; Chak De! had a different marketing strategy. I don't want to be imitate someone the way he or she cuts hair. We don't copy. There will be innovative ways and every film will have a different way of marketing. But as far as I am concerned, I wouldn't go and keep somebody else marketing as my standard. I will have my own way of breathing my film out."

Khan had to drop the word barber from the title of his home production after some, er, barbers objected, terming the word derogatory.

Billu Barber ran into rough weather as members of the Hairdressers and Saloon Association approached Khan with their 'genuine concerns' over the use of the word 'barber' and its Hindi translation 'hajaam'.

Loath to invoke the wrath of any section of society, Khan dropped the word barber from the title.

Further addressing the concerns of the Hairdressers and Saloon Association, in an innovative marketing strategy, Khan has invited some barbers and hairstylists along with their spouses to the film's premiere.

"The story is about hairdressers. So we want hairdressers to watch the film with their spouses," he said. "Premieres are thronged by stars generally. We want the real stars [hairdressers] to come and watch the film."

Khan plays a popular Hindi film star in Billu, which is about a village hairdresser and his friendship with a movie star.

Billu, directed by Priyadarshan and produced by Khan, is set for release around Valentine's Day.