Doesn’t go for the overkill and, instead, picks night-time events to echo the essence of the thriller. Trust Aamir Khan to do it differently. For an actor, who has in a way spearheaded the promotional overkill in Bollywood, has skipped the whole routine for his next thriller ‘Talaash’.

It is, in fact, quite unbecoming of the actor himself, who is touted to use over-the-top marketing gimmicks to plug his movies. For Rajkumar Hirani’s ‘3 Idiots’ he had travelled undercover to different parts of India, and for ‘Ghajini’ he even turned barber.

He also single-handedly promoted political satire ‘Peepli Live’, and stepped out with his wife while promoting her off-beat, debut film ‘Dhobi Ghat’. “The otherwise private couple were out together and giving interviews in abundance,” noted an entertainment journalist.

With just eight days left for the release of ‘Talaash’, the promotions are been kept low-key by design because it’s in keeping with the genre of the film. Speaking exclusively to Emirates24|7, ‘Talaash’ director Reema Kagti confirmed that they are “consciously taking a slightly laidback approach”.

“The promotions need to be planned according to the kind of film. And, it is our decision to step things up during the last week.” Reema added that she doesn’t involve herself in the promotional strategy, and leaves it entirely to her film producers to work on.

“Ritesh (Sidwani) and Farhan (Akhtar) handled the publicity of my first film (‘Honeymoon Travels Pvt Ltd), and it worked well. This time we have Aamir on board as well and I don’t doubt their combined strength.”

Talking to an Indian newspaper, the actor revealed that “sometimes being quiet also might promote it”.
“‘Talaash’ is an intense suspense drama... so I don't want to be talking about the film everywhere. I want the suspense to be there, that's part of the promotions,” he added.

And this, at a time when all his B-town peers are unabashedly indulging in an exercise, which they believe is the only way to boast their movie business. “No one cares about the content anymore. As long as it is promoted right, the movie will do well,” filmmaker Karan Johar had blatantly endorsed to the Indian media, while spearheading a massive campaign for his recent, high-school romance ‘Student Of The Year’.

A movie website even quoted ‘Talaash’ star Kareena Kapoor as endorsing this new game-plan. “Aamir has a different strategy — of not over-publicising the film for it loses its importance,” she is quoted. The Mumbai team, which is handling the promotions of the film, has revealed that they have crafted a unique, night-time strategy for ‘Talaash’.

“The cities and the events are being chalked out as we speak,” confirmed a member of the team over telephone. “It will be a night-time event and tied to a popular, night-activity specific to each city.” Some Indian publications have also reported that Aamir is scheduled to meet crime reporters from different cities, as his movie deals with a crime probe.

“He wants to interact with reporters who cover crime and other investigative journalists, since his character in the film also handles an investigation,” reported an Indian daily. Aamir has also openly criticized the new number-yardstick that has cropped up in Bollywood. The Rs100crore club, according to the star, does not determine the success of the film.

“To me success means when we as a creative team sit together to watch a film before it releases... (do we) feel that we have succeeded in making what we set out to do. If the team feels we have come close, it's the first sign of success,” Aamir told an Indian news agency.