Shah Rukh Khan knows his ways around the trade of cinema. He never calls himself an expert at analysing business trends, but is always the one to come up with brilliantly-packaged marketing campaigns for his films.
Rohit Shetty's "Dilwale" releases in a little over than a week's time, but the team looks far from jittery.
Here's a low-down on how they got their promotion game to be on-point.
Essentially, it's a step-by-step approach at letting out crucial information about the film.
The usual 8-12-week campaign was slashed to a 20-day deal, which is working out quite well for the makers as of now.
The first-look had everyone's interest going as it laid out what the audience could expect from the film – action, romance, comedy and drama.
Next up, it was "Gerua". The launch of this beautifully-shot video meant everything as the film's lead pair – SRK and Kajol – was coming together after five long years.
Composed by Pritam and sung by Arijit Singh and Antara Mitra, the song became an instant hit and was topping the charts in no time. This too hit the right chord.
Then came "Manma Emotion" featuring Varun Dhawan and Kriti Sanon. Young and spirited, both the actors did justice to the peppy number dancing alongside swanky supercars.
These two connected with the youth, which again clicked. Varun and Kriti were seen bringing the house down with their performances at the Mithibai College, Mumbai, a few days ago.
The superstar called "Janam Janam" the theme song of the film, and his fans took his word for it. The intensity of the lead pair's relationship has been showcased in the video, which is why it made for an interesting watch.
Putting out the making videos – "Gerua" and Stunt scenes – was another aspect which worked in the film's favour.
The second trailer is scheduled to launch on 12 December, and that's the final piece of the puzzle.