Movie promotions in Bollywood are reaching new levels everyyear. Another glaring example of this is the latest strategy being adopted byRathi Group of Cinemas, which owns a chain of single-screen cinema halls acrosscentral India.
For the release of Rohit Shetty’s Bol Bachchan this week, featuringAjay Devgn, Abhishek Bachchan, Asin, Prachi Desai and a special title trackfeaturing Amitabh Bachchan, the group’s director Akshaye Rathi has come up witha unique promotional concept.
The film features Ajay Devgn as a pehalwaan (strongman) fromRajasthan. Bringing in novelty to promotions at the onset of monsoons, Rathi hascalled in Rajasthani chefs who would be preparing moong dal ke pakode with pudinachutney, mirchi ke bade (adelicacy from Jodhpur) and kullad kiadrak waali chai.
“These will be served to the audience during the run of thefilm,” informs the group’s publicist Dale Bhagwagar. “Serving these disheswhich are enjoyed most during the rains, could make the movie going experience moreenjoyable,” he adds.
For the release of Rohit Shetty’s Bol Bachchan this week, featuringAjay Devgn, Abhishek Bachchan, Asin, Prachi Desai and a special title trackfeaturing Amitabh Bachchan, the group’s director Akshaye Rathi has come up witha unique promotional concept.
The film features Ajay Devgn as a pehalwaan (strongman) fromRajasthan. Bringing in novelty to promotions at the onset of monsoons, Rathi hascalled in Rajasthani chefs who would be preparing moong dal ke pakode with pudinachutney, mirchi ke bade (adelicacy from Jodhpur) and kullad kiadrak waali chai.
“These will be served to the audience during the run of thefilm,” informs the group’s publicist Dale Bhagwagar. “Serving these disheswhich are enjoyed most during the rains, could make the movie going experience moreenjoyable,” he adds.
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