In an industry that swears by hype and hoopla, it is an example that is worth emulating.

We are talking about the audio launch of the film Subhash Chandra Bose.

Well, the unique thing about the launch was that there was no launch.

The film, starring, among others, Venkatesh, Genelia and Shriya, is directed by K Raghavendra Rao.

Rather than going for vacuous launch where every one ends up praising every one else, the producer of Subhash Chandra Bose decided that he would go for an all-new kind of launch wherein the cassettes and CDs would make it to the market directly. Mani Sharma has tuned in the songs.

Such a launch, the trade pundits agree, not only reduces the expenses, but also gives an extra attraction. Now every one is interested in listening to the songs, says an expert.

The film itself has set off huge expectations among the public especially in the light of Venkatesh's last film Sankranthi being a huge hit.

Venky is said to play a dual role in the film. The movie is about a father who fights against the Brits for Independence. The torch of that nationalistic spirit is carried forward by his son into today's world.

Venky hopes that the film will be a big hit as it has some interesting message for the public.

The austerity in audio launch itself was message enough, though.