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The big marketing fight

A-listers are in a never before neck-to-neck to outdo each other at film promotions.

bollywood Updated: Sep 04, 2012 00:47 IST

Bips is busy hanging nimbu-mirchi on autorickshaws for Raaz 3, Bebo will land on a cruise ship and cut her birthday cake in theatres for Heroine, and Priyanka and Ranbir are making faces for Barfi day and night. The biggest stars have jumped into the my-promotion-better-than-yours competition, and are fighting hard to win.

“We want to match the vibe of the promotion with the glitz and glamour of the film,” says Amrita Pandey of Disney UTV, the makers of Heroine. Kareena can’t wait to get on the job, which involves cutting her 32nd birthday cake in single-screens on September 21. “Madhur’s idea is to have me cut birthday cakes at theatres with the masses. I am looking forward to it,” says the actor.

Her rival Priyanka Chopra, meanwhile, is putting in double the effort as her film Barfi! releases on September 14, and her music debut, In My City, opens on September 13 as the theme song for National Football League, the biggest football event in the US. “She has decided to work on the film’s promotions during the day and do international interviews for her music album through the nights,” says a source. Her Barfi! co-star, Ranbir Kapoor, has gone a step ahead by launching an interactive YouTube tool for fans to change his character’s moods as they wish. To take away their attention from Bipasha Basu at her evil-eye-cast-off act on Mumbai streets, that is.

Ranbir kapoor has launched an interactive YouTube tool for Barfi! With this, surfers can manipulate Kapoor’s character’s moods, and make him perform a range of actions. “It’s a totally new way to connect,” he said.

Priyanka chopra is putting in double the effort as her film Barfi! and music debut In My City release around the same time. She’s doing film promos by day, and international interviews for the album by night.

Kareena Kapoor will land in a seaplane on a cruise ship in Dubai and cut birthday cakes in single-screen theatres for Heroine. “This is truly original and creative, and I am glad I can be a part of it,” she says.

Others at the hardsell:
Makers of Jism-2 auctioned Sunny Leone’s lingerie.
The team of Kya Super Kool Hain Hum organised an ‘adult afternoon’ with dirty humour.
Anil Kapoor and Ajay Devgn raced on the F1 circuit for Tezz.
Balan sported a fake baby bump to promote Kahaani.
Bipasha Basu and R Madhavan participated in a flash mob for Jodi Breakers.