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
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.