Bollywood is getting more innovative with its marketing strategies. After Anil Kapoor and Ajay Devgn raced on the F1 track in the Capital to promote their film Tezz, and men dressed as sperms danced at the music launch of Vicky Donor, Shahid Kapoor and Priyanka Chopra plan to host a qawwali and hasya kavi sammelan in Delhi to promote their upcoming film, Teri Meri Kahaani.
 
The two will do the qawwali party in the city later this month to rebuild the old-world Hindustani feel of the movie. “We are organising the qawwali party and hasya kavi sammelan to bring back the humour and entertainment value of the Hindi-Urdu language. In the era of remixes and remakes, that era has been forgotten. We are doing it in Delhi because Delhi-UP  is the Hindi heartland,” says the film’s director Kunal Kohli. While the date and venue of the events are yet to be locked, the party will see a boys vs girls competition between Shahid and Priyanka’s teams, comprising their fans.

“In the film, Shahid and PC belong to Lahore in 1910, and they are always talking to each other in funny shayari ... the reaction to the trailer was quite positive, so we decided to have a mushaira contest in the Capital. Shahid and Priyanka’s fans will also join the contest. Since they both have a huge fan base, fans will be selected through a contest,” says a source from the film’s unit.

Such fan-driven populist gimmicks have become popular in Bollywood of late. Be it Aamir Khan giving a Ghajini haircut during the promotions of the film in 2008 or when he disguised himself and travelled across the country to promote 3 Idiots, or Ranbir Kapoor who held a qawwali at the Nizamuddin Dargah to promote Rockstar, promos have gone tailormade.

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