Alia Bhatt, Gauri Shinde, Shah Rukh Khan
Alia Bhatt, Gauri Shinde, Shah Rukh KhanAlia Bhatt/Twitter

Shah Rukh Khan and Alia Bhatt have successfully raised the excitement levels around Dear Zindagi with the film's first poster. In a series of Twitter exchanges, the stars made it evident that there is something interesting coming up on Wednesday. One would assume that it's the trailer they are hinting at, but turns out it's not.

Taking Khan's suggestion, director Gauri Shinde has decided to release four teasers — titled Take 1, Take 2, Take 3 and Take 4 — instead of a full-fledged trailer. She believes promotions should make the audience want to watch the film in the theatre and not give away crucial details because "knowing it all kills the magic of cinema."

"We have decided not to take the conventional route for this movie. We will release small videos titled Dear Zindagi take 1, take 2, take 3, and so on. I am not too sure if it can be called a new marketing strategy, but the idea is to invite the viewer bit by bit into the experience of the film," Shinde told Mid-Day.

Scheduled to be released on November 25, this slice-of-life film is focused on an up-and-coming cinematographer, Kaira (Bhatt), whose chance encounter with a life coach (Khan) helps her gain a fresh perspective on life.

Dear Zindagi is all about Bhatt, but it wouldn't have been made without the superstar. When the news of Bhatt and Khan coming together for a film first broke, it was being thought that they play a couple. However, later those rumours were quashed, with the makers making it clear that there was no scope for a May-December romance in the film.

It was also being widely reported that Khan may just have an extended cameo in the film and that it would have Bhatt leading from the front. "If you remove Shah Rukh Khan from Dear Zindagi then there is no film. In that way you can say that he is a very integral part of the film," Bhatt told the media.

Dear Zindagi also stars Ali Zafar, Aditya Roy Kapur, Kunal Kapoor and Angad Bedi in key roles.