Although Salman Khan’s films rarely look like they need the help of promotional gimmicks, the marketing team of his upcoming release seems to believe otherwise.
That’s why, during the theatrical run of Jai Ho, the actor’s fans will have the chance to walk up to cafeterias at multiplexes across the country and ask for a steaming hot ‘cup of Salman Khan’.
"A cup of cappuccino will be named after the star, so instead of asking for coffee, people will be able to ask for 'Salman Khan' at the counter," says the source, adding, "Since he is coming back to the big screen after a gap of over one year (he was last seen in Dabangg 2; 2012), we want to add to the experience of the eagerly awaiting audience."
Salman has always been known to be a mass-y star — he even launched the trailer of Jai Ho at a standalone theatre (Chandan theatre) in Juhu, Mumbai. But the success of Ek Tha Tiger in 2012 proved that the multiplex audience, too, likes the actor.
"That’s why they are using this chance to cash in on the film. Also, since it will release in winter, north Indian viewers might appreciate the hot cuppa," the source adds.
Other promotional gimmicks
Kahaani (2012): Vidya Balan roamed the streets of several cities dressed as her pregnant character from the film, asking around for her missing husband.
Dev.D (2009): Anurag Kashyap distributed condom-shaped passes for the premiere of the film.
What’s Your Rashee? (2009): Because the film saw Priyanka Chopra play 12 roles, multiplexes were made to sell 12 different flavours of popcorn during its run.
Ghajini (2008): Aamir kept a buzz cut for the entire duration of the film’s promotion. The makers also tied up with multiplexes to have their staff wear the look for two weeks before the film’s release.
Dhoom:3, Krrish 3 (2013): Dolls modelled on both the film’s protagonists — Aamir Khan and Katrina Kaif, and Hrithik Roshan and Kangana Ranaut, respectively — were made available in the market.