Promotional activities have become a big part of creating pre-release buzz for Bollywood films, what with actors going to great lengths to spread the word. Now, the makers of Aamir Khan’s next, Talaash, are planning something rather innovative: They will recreate the ambience of a red-light area, which has a crucial part in the movie, on the day of the film’s music launch.

The launch will be held at a suburban hotel in the last week of October. A source says, “The team is recreating a red-light area setting of Mumbai to launch the music. They are building and creating an exact replica of Hotel Lido from the film’s set, which is a part of the story.” So, who came up with this promotional ploy? “Interestingly, it was producer Ritesh Sidhwani who came up with it,” says the source.

The makers of the film, which is jointly produced by Excel Entertainment and Aamir Khan Productions, are making sure that all their marketing strategies are unique. Ask Ritesh about this and he says, “Hotel Lido is not just a location or a set but almost like an important character in the film. Hence, we thought we should come up with an idea that is not only engaging but also relevant to the film.” The source further reveals, “The process of recreating the look and work on the logistics has already begun. The art director who worked on the film has been roped in for the music launch too.”