Arya-Nayanthara's "Raja Rani" trailer, which was released on 23 August, is creating quite a buzz on the social networking platform.

The trailer has been received 3 lakh viewers within a day. The 2 minute and 44 second trailer gives the movie buffs a glimpse of what to expect from the film. The trailer has given a hint that "Raja Rani" is a romantic-comedy with loads of fun and love.

The first teaser of the film, which was released a few months ago, won accolades from all sections of people. Now, expectations on the film have soared even higher with the launch of the trailer.

Directed by debutant Atlee, "Raja Rani" has a big star cast including Arya, Nayanthara, Santhanam, Jai, Nazriya of "Neram" fame, Sathyaraj, Sathyan and Manobala.

The film is jointly produced by Hollywood production house Fox Star Studios and AR Murgadoss Productions. With increasing production costs, film producers are trying out innovative promotional ideas to build curiosity among the audience.

In the case of "Raja Rani", the production houses supporting the film, came up with an interesting idea and released the trailer of the film across 12 leading television channels. The promotional strategy, which is termed as "ad roadblock", is the first of its kind used for a Tamil film.

"We had done a roadblock for our biggest film, 'My Name is Khan', starring Shah Rukh Khan, which was a first for a Bollywood film, and it proved hugely successful in setting up the film," Vijay Singh, CEO, Fox Star Studios, was quoted as saying by the Deccan Chronicle.

The producers of "Raja Rani" have been trying out various ideas to promote the rom-com ever since the film went on floors. For instance, the cast and crew of the film created a stir on social media when a wedding invitation of Arya-Nayanthara was put out, raising speculations that the couple is getting married. But, it was later revealed that the wedding invite was a publicity stunt for the film.

Audio Launch

The audio launch of "Raja Rani" took place at Sathyam Cinemas on 23 August. Arya, Sathyaraj, Jiiva, Atlee, music composer GV Prakasj and AR Murugadoss are among others who attended the event.

There are seven tracks in the film crooned by popular singers, including Vijay Prakash, Shalmali Kholgade and Gaana Bala. The theatrical trailer of "Raja Rani" was first launched along with the audio at the event after which it was screened across various Tamil TV channels at around 7 p.m. on Friday.

"Raja Rani" is slated for release on 27 September.