Over the past few weeks, actor Vidya Balan has been creating a lot of buzz with the bold portrayal of her character, Silk, in The Dirty Picture. And now, probably for the first time in Bollywood, producer Ekta Kapoor and her team have come up with a separate promotional activity for B and C centres, which won’t be part of the film’s metropolitan campaigns.
During her tour to various Indian cities to promote the Milan Luthria film, Vidya will wear a sari purchased from a local shop.
Not just that, a local tailor from each city will get a chance to stitch a matching blouse for the actor. "The idea came up during a brainstorming session with Ekta and the team that’s working on marketing in B and C towns. There is a specialised agency working to create hype in smaller centers," says a team member of Ekta’s production unit.
The promos of the film, where Vidya is seen dancing around in revealing blouses and stylish saris, have been attracting a lot of attention. Her look in the red sari has received special mention.
Within the next few weeks, Vidya will be visiting various cities in Gujarat, Punjab, West Bengal, Madhya Pradesh and Rajasthan. The tailor considered most-famous in each particular city will get an opportunity to stitch the actor’s blouse.
"Vidya’s look has become an integral part of the film’s campaign. We are getting a massive response from the sari stores and tailors of all the cities that we are going to visit," says Tanuj Garg, CEO of Balaji Motion Pictures.
Apparently, tailors in places like Ahmedabad, Chandigrah and Pune, have been clamouring for a chance to stitch Vidya’s outfit ever since they heard the news. Sari stores too have been doing what's necessary to stock up on red saris.