Speaking on the occasion, Karan Johar, producer of Wake Up Sid said, Today marketing a film via the internet and mobile has become extremely important, especially if you want to communicate with a young audience. Wake Up Sid specifically, is a film that youngsters will identify with. Therefore we want to capitalize on the space where these kids are today; everyone has access to at least a mobile phone or is accessing the internet.
Addressing the media, actor Ranbir Kapoor said, “I"m very excited about Wake Up Sid and the video blogs will tell you how hard the entire team has worked to create this film. It"s a great way for the makers of the film and for me to give our audience across the world, a first hand account of how the film was made, and to receive their feedback, which is so necessary. Since the blog is available on the net and across all mobile platforms, everyone can access it anytime, anywhere."
Wake Up Sid is a film about Sidharth Mehra (Ranbir Kapoor), a lazy, unmotivated slacker from Mumbai whose life undergoes a series of changes after taking his final year college exams. Sid"s world is breezy, carefree, and without any true responsibilities. The most important elements in his life are his friends, his camera, his car, and his X-box 360. A series of circumstances and events compel him to take stock of his life and take a hard look at himself. Will he, at some point figure out what he"s supposed to be doing with his life?