Film promotions in Bollywood have become affairs as elaborate as the films themselves, with multi-city tours and star-fan interactions. Most films woo audiences in the metros and certain upcoming cities.
But the late Yash Chopra’s last directorial venture, Jab Tak Hai Jaan (JTHJ), is set to go into the Punjabi heartland in Jalandhar, which is where Chopra spent a large part of his formative years and had an ancestral home.
Shah Rukh says, "As a tribute to him, we will be going to Delhi and Jalandhar. I will also go to Kolkata for the International Film Festival. We had wanted to screen the film there, but we can’t since we have a premiere in Mumbai."
Shah Rukh is excited about the film’s promotional plans. "Every film has its own promotion ideology. The marketing of JTHJ was always going to be sober, as the film is a classic love story in a modern language. It has a typical Yash Chopra heroine in a modern avatar played by Katrina, another who is more practical and idealistic played by Anushka, and myself — a man who can’t die," he says rather mysteriously.
"You take all this and modernise it, but essentially it’s a Yash Chopra film, and people understand what his cinema stands for. JTHJ is an entertainer and a happy film."