Movie
promotions
in
Bollywood
are
reaching
new
levels
every
year.
Another
glaring
example
of
this
is
the
latest
strategy
being
adopted
by
Rathi
Group
of
Cinemas,
which
owns
a
chain
of
single-screen
cinema
halls
across
central
India.
For
the
release
of
Rohit
Shetty's
Bol
Bachchan
this
week,
featuring
Ajay
Devgn,
Abhishek
Bachchan,
Asin,
Prachi
Desai
and
a
special
title
track
featuring
Amitabh
Bachchan,
the
group's
director
Akshaye
Rathi
has
come
up
with
a
unique
promotional
concept.
The
film
features
Ajay
Devgn
as
a
pehalwaan
(strongman)
from
Rajasthan.
Bringing
in
novelty
to
promotions
at
the
onset
of
monsoons,
Rathi
has
called
in
Rajasthani
chefs
who
would
be
preparing
moong
dal
ke
pakode
with
pudina
chutney,
mirchi
ke
bade
(a
delicacy
from
Jodhpur)
and
kullad
ki
adrak
waali
chai.
"These
will
be
served
to
the
audience
during
the
run
of
the
film," informs
the
group's
publicist
Dale
Bhagwagar.
"Serving
these
dishes
which
are
enjoyed
most
during
the
rains,
could
make
the
movie
going
experience
more
enjoyable,"
he
adds.