Shah Rukh Khan divides 'Diwale' marketing plan in an interesting 20-day campaign

Mumbai: Superstar Shah Rukh Khan, who has been setting marketing trends in Bollywood, will unleash the next piece of his 20-day marketing campaign strategy for ‘Dilwale’ on Thursday.

The actor-producer has always maintained that a promotional campaign should convey what a film truly is so that the audience doesn't feel cheated.

So, while in his past films, the first trailer used to do the trick, this time he has divided the marketing plan in a 20-day action, comedy, drama and romance packed campaign. With this, he hopes to create a different kind of intrigue among the audience for the entertainer, a source from his production banner Red Chillies Entertainment, told IANS.

The entire campaign for ‘Dilwale’ is being treated like one unit that is beginning exposed piece by piece to fit the final puzzle, the source said.

If one goes by the first look of the film, it only exposed the basic constituents of the Rohit Shetty directorial. It did not completely convey the film's complete story to the viewers, just as the makers wanted.

This was followed by the launch of the song ‘Gerua’, which is picturised beautifully on Shah Rukh and Kajol, who are working together after five years.

This song, which has been on top of music charts, was a window into the chemistry that this much-loved onscreen couple share in the film.

Thirdly, came the song ‘Manma emotion jaage’, which brought the film's second leads -- Varun Dhawan and Kriti Sanon -- to the fore, in a bid to target youngsters. While ‘Gerua’ catered to one kind of audience, the second track was meant for a different target audience.

Followed by this was ‘Janam janam’, which highlights the intensity of the relationship shared by SRK and Kajol in the film.

In the meantime, the makers also decided to keep the audience engrossed with the making of the film.

First of all was the making of ‘Gerua’, which also put the spotlight on the friendship that SRK-Kajol share off screen.

Another offering came in the form of the making of the action sequences. Here, director Rohit Shetty has spoken of the emotional, physical and heartwarming process that goes behind the flying cars in his movies.

However, much before all this, Shah Rukh and his team invited select media persons from across the country to Hyderabad during the film's shoot. This experience was for the media to get a closer understanding of what ‘Dilwale’ is about.

Now, moving forward, the final exposer of the film is soon to reach the audience, the source said, adding that it will be out on Thursday.

’Dilwale’ will hit the screens on December 18.