Mumbai, Feb. 13 -- Imtiaz Ali's films often revolve around love stories (Jab We Met; 2007, Love Aaj Kal; 2009 and Rockstar; 2011, among others). But when it comes to raising a toast to occasions such as Valentine's Day, the film-maker calls it all a hype.
"I'm not into Valentine's Day," says the 42-year-old, who is not against the celebrations, but feels that these occasions are nothing, but a result of marketing blitzkrieg. "It's cool to make it (Valentine's Day) a reason to do things that you want to do. For example, if you want to reach out to a girl, Valentine's Day is a great reason for that. So, it's not a bad thing. I just feel that the market capitalises on it a bit too much. Many of these events that are organised are becoming bigger as a result of marketing rather than people's needs," adds Imtiaz.
On another note, the filmmaker is currently working on his next, starring Deepika Padukone and Ranbir Kapoor in the lead. When asked if casting the former lovers was a strategy to create curiosity, Imtiaz answers, "That's not the case. When you start making a movie, you do not know what's going to happen by the time it's completed. Like people who are in a relationship might be or not be. I wish I knew what's going to happen in somebody's relationship then I could have done this," says Imtiaz.