Shah Rukh Khan invites Dubai fans to celebrate ift

Shah Rukh will now be observing a fast for Ramadan during his Chennai Express promotional trip with the cast and crew of the film in Dubai on Aug 1. Also, Shah Rukh will break his fast publicly with his fans at the Arabian Centre as they are invited to share iftaar with him.

Produced by Gauri Khan under Red Chillies, Chennai Express also stars Deepika Padukone and is directed by Rohit Shetty. The film hits the theatres on August 9.

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."