"I'm charmed by SRK", media makes it extreme - Aamir

Over the last five years, you've become this monstrous marketing god; can you tell us how and when do you start planning the marketing strategy?

(Laughs) When I plan the marketing strategy, I try to understand the core values of the film. Each film has a unique marketing demand. I have about nine people in my marketing team. We brainstorm together. Our guiding principle is that cinema is a form of mass communication and we have to tell the audience the core values of our film. Once the film is complete, we see it and plan the strategy as to how to prepare the people for this particular film. Today, marketing is an important part of filmmaking. You need to make the audience excited about the film; you need to create the right atmosphere.

But don't you think sometimes you go overboard, like giving the Ghajini haircut to the ushers the day Shah Rukh Khan's Rab Ne Bana Di Jodi released?

(Shrugs) It was a part of our marketing strategy. We were going to do that two weeks before the release of Ghajini irrespective of the film that was playing. We had initially planned to release Ghajini on October 2 but pushed it back after my leg injury. We would have done the same thing then too. There are two principles that I follow when I market my films: we should honestly represent the film to not mislead the audience and we shouldn't do anything negative. I'm very clear that while I do my best, I should not harm anyone else. As for giving the ushers the Ghajini haircut, we wanted it to be like a trailer. At the end of it, you can do as much publicity as you want but ultimately it's the film that matters.

But there is some undercurrent with SRK, isn't it? You two have been taking digs at each other.

We have high regard for each other. If you look at his interviews, you will see that Shah Rukh only talks about himself, makes digs at others and puts others down. He talks really big but he's a charming guy. I have no hesitation in saying that I'm charmed by SRK. It's just that media takes an extreme stand; it pits us as either enemies or as best friends. As for all our back-and-forth talks, it just shows that both of us have a good sense of humour.