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Imran’s youth appeal

Makers of actor’s upcoming film to hire marketing agency well in advance to promote it among generation next.

bollywood Updated: Oct 09, 2012 19:24 IST
Kavita Awaasthi
Kavita Awaasthi
Hindustan Times

Imran Khan has proved his mettle in movies with a strong youth connect. But in his next film, Once Upon A Time In Mumbaai Again (OUATIMA), will be seen playing a more desi role. The actor has even grown facial fuzz for his new look.

Touted to be an edgy love triangle, the Milan Luthria-directed film also stars Akshay Kumar and Sonakshi Sinha. Imran plays the youngest character in the film. To ensure that the movie clicks with the younger generation, the makers of the film, Balaji Motion Pictures, plan to hire an agency that specialises in youth marketing to strategise a promotional plan while the shoot is on. “Usually, promotional strategy of movies is decided three-four months before release. But as Imran is currently shooting for the film, the producers want to shoot him in the special look of the film well in advance,” says a source close to the film, which will release on Eid next year.

Confirming the news, Imran’s spokesperson says, “We are not surprised to hear that producers are planning a completely new and innovative strategy to target youth. Imran's popularity among youth is very high.”

After debuting with Jaane Tu... Ya Jaane Na (2008), Imran went to star in youth-centric romantic films such as I Hate Luv Storys (2010), Delhi Belly (2011), Mere Brother Ki Dulhan (2011) and Ek Main Aur Ekk Tu.

First Published: Oct 08, 2012 12:41 IST