Ekta Kapoor is leaving no stone unturned to promote her film, Once Upon A Time In Mumbaai, that opens this Friday. While her stars, Ajay Devgn, Kangna Ranaut, Emraan Hashmi and Prachi Desai, are making appearances on various telly shows, including Indian Idol 5, CID and Dance India Dance L’il Masters, the soap queen-turned-filmmaker has ensured that the hoardings that have gone up across the country are in the hand-painted style of the 1970s, the decade in which it is set.

Kapoor confirms the news, “It was impossible to get all the hoardings hand-painted, but we’ve got a few done for select locations in the city. I didn’t want the ’70s experience to remain incomplete for my audience so I got artists to wield the brush for me. And the response from friends and industry veterans has been mind-blowing. Pure nostalgia, I’m told.”

The choice of colours, the cut-outs of the stars and the layouts are reminiscent of the time when Amitabh Bachchan ruled the box office. “Yes, Ajay and Emraan on these hoardings would remind you of an Amitabh Bachchan in Zanjeer or Deewar, may be even my dad Jeetendra,” Kapoor smiles.

The film will open in one theatre in a single show on July 29, and release all over the following day. Says Kapoor, “It’s simply for good luck.”