Rajkumar Santoshiâ€™s Halla Bol has used an interactive marketing strategy. Since the film is vocal about man's inner conscious, Halla Bol is reaching the common man through street plays. Spokesperson from Pyramid Saimira comments, "Regular modes of marketing have been used over and again. Reaching the real viewer through street theatre will be direct interactive marketing. We are targeting on local issues, which will make people aware of it. We are taking these plays to eight cities and in each city one artiste will accompany the theatre group." One of the artistes from Ajay Devgan, Vidya Balan, or Pankaj Kapur will be representing the film during the street play in each city.
The street plays are organized and conducted by senior theatre personality, Om Katare and his artistes. The theme of all the plays will gel with the core storyline of the film. "Basically we are taking issues of common man like the local Municipal Corporation, illegal constructions, hospitals and health, and sexual harassment. These are the most written about but least tackled issues because there is no unity amongst the citizens. I as sutradhaar (narrator) will tell them to use their voice together in unison, to go ahead and â€˜Halla Bolâ€™ against injustice. Be together in problems because what is one man's agony will become the second persons issue tomorrow. Do not keep quite," explains Om Katare about their script and plans. Producer Abdol Samee Siddiqui adds, "Our street theatre will take the reel to the level of real. We have gone with Om due to his experience and exposure to street plays.â€
These plays will be taken to the cities like Delhi, Chandigarh, Lucknow, Bhopal, Jaipur, Ahemdabad, Kolkotta and will culminate in Mumbai. Entire schedule will be held from January 1 to January 10 since Halla Bol is releasing on January 11, 2008. Halla Bol is produced by Abdol Samee Siddiqui and India News under the banner of Sunrise Pictures Pvt Ltd., and is directed and scripted by Raj Kumar Santoshi. Halla Bol is presented and distributed globally by Pyramid Saimira Theatre Ltd. The starcast of the film includes Ajay Devgan, Vidya Balan, Pankaj Kapur and Darshan Zariwala.