It all seems to have started late last year, with Salman Khan’s simple-yet-significant gesture of sporting a bowler hat.
The hat is what his contemporary actor and close friend Aamir Khan’s character is seen wearing in the hit film, Dhoom:3. Aamir solved the mystery by revealing he had sent the hat to Salman, requesting him to wear it at some event. Salman, in turn, told him that he would wear it on the TV show he was hosting. "That shows his love and warmth, and also his generosity of spirit," Aamir had told us.
Later, Aamir returned the favour by talking about Salman’s film, Jai Ho, on his Twitter and Facebook pages. He even said jai ho in the promo of his upcoming TV show, Satyamev Jayate 2.
Now, Varun Dhawan — during the promotion of his own film, Main Tera Hero — was seen putting in a good word for friends Sidharth Malhotra and Alia Bhatt’s respective films — Hasee Toh Phasee and Highway.
He praised the trailers of both the films, and urged the audience to watch them. Varun says, "…when you feel positively about someone, I feel it should be expressed. So if I like someone or something, I will say it loud and clear, without expecting anything from anyone."
In another example, Ranbir Kapoor promoted his Rockstar (2011) director, Imtiaz Ali’s next, Highway, by interviewing him and Alia as a part of a promotional strategy.
Imtiaz says, "Today, everything is getting commodified in the film industry. But, at the end of day, we are not doing dukaandaari (not running a shop). We are creative people. So, if I like an Anurag Basu film, I will talk about it. If it helps a film become successful, I will be happier."
Last year, when Priyanka Chopra’s Zanjeer remake clashed with cousin, Parineeti Chopra’s Shuddh Desi Romance, Priyanka jovially called it a ‘Chopra weekend’. “…go and enjoy the movies… I will watch her picture and she will watch mine and you all will watch both…,” she had said at a press conference.