Have we fallen for some marketing strategy in believing that Ranbir Kapoor and Alia Bhatt are really in love? Recently, the Bollywood actor suggested that he is dating the talented 'Raazi' actress.

As per film commentator Soumyadipta, there could be a commercial gimmick at play. "They are doing a film together. They are in talks for three more. Before you ask me again whether they are in a relationship, I would advise you to understand how film marketing's getting better. It starts at least a year before release Consider this: To "break" a relationship, it will only take one interview.

But to make a relationship or a "jodi", it will take at least 365 days of intense marketing. What if I tell you if Ranbir-Alia are established as a couple, the film marketing becomes easier? Possible?" he says. The very theory may or may not be correct, but it's intriguing for sure.

But where is the need for such a lie? "Let me tell you, in times like these when a film is regarded as a brand, no newspaper or website will directly promote #Brahmastra. But everybody is more than willing to talk about a possible relationship between the two. It's just below the line marketing to make the jodi viable. Once the couple is in demand, the need is to establish a connection between the lead couple, their relationship and the film.

Now, you will see that the film gets an automatic connect as Ranbir-Alia relationship gossips gather pace. Everybody is too keen to see their "Chemistry". Even film reviewers will devote a line about how the screen depicts their chemistry when in reality it is just a perception. Marketing is all about perceptions. Get it?" he asks.

"In the last several films have been beneficial due to such rumours like 'Ramleela', 'Anjana-Anjaani' etc," he theorizes.