Director Farhan Akhtar along with his business partner Ritesh Sidhwani, will be releasing one-liners every Friday from Don 2 till the film's release. The idea is to acquaint the audience with SRK's character’s attitude, catchy lines and mannerisms. The first teaser of the series was released today.
Here's the dialogue that SRK mouthed in the teaser: "Don ke dushman ko hamesha ye baat yaaad rakhni chahiye ki don kabhi kuch nahi bhoolta."
After a lot of brainstorming, Ritesh Sidhwani and Farhan Akhtar, the makers of the film Don 2, have come up with an innovative idea to promote the Shah Rukh Khan starrer.
The campaign is called Don Says — a series of 11 witty tongue-in-cheek quotes by the Don himself.
Starting today, one quote will be released every Friday, till the release of the film on December 23. These quotes will be simultaneously released across all mediums — television, print, radio, Internet and also the mobile platform and mobile apps.
"Don Says is a fun way to get audiences back into the Don frame of mind, enjoy his wit and sharp repartee before they can watch the film," says Akhtar. The idea is to get the audiences to relate to Don’s attitude and mannerism, so that they get familiar with his one-liners and are able to use them as part of their daily verbiage. In the movie, Don’s character is known for his suave attitude, charisma, style and witty one-liners. For this campaign, Akhtar has written similar one-liners."Even in the earlier Don (2006), a few dialogues that Don uses became very iconic and are remembered till date," says Sidhwani.