When it comes to promoting films, these days filmmakers are very aggressive in terms of showcasing their projects to audience in best possible way. For that matter, an invisible competition develops to come up with unique and innovative ways to market their film.

For, there is a lot of on ground clutter and thus it is essential to give one’s film a platform through various marketing initiatives. Thus, movie makers these days are ready to experiment with unveiling of look of their film. They have become more artistic - Everything is planned keeping in mind the script and plot of the film.

To reach to their set of audiences they have become more creative. They have been creative in terms of how they communicate their film. Here’s a look at few upcoming films who have gone ahead to be different in their promotional strategy and at the same time stick to their respective film’s theme -

In ‘Aurangzeb’ the real estate industry is an essential backdrop. So the makers decided to keep the press conference at a construction site. Although the permissions were difficult and there were a lot of safety measures to be followed, the makers were very keen on this promotional strategy.

Excel entertainment’s ‘Fukrey’ is a film about these Fukra’s trying to get admission into a college. The marketing team launched the first trailer at a SOBO college canteen with the college vibe intact. They even had college benches on stage and served Samosa and Frootis. Their music launch was organized at Atmaram Satana Dharma College in Delhi.

‘Lootera’ is a period film which is set in the era of 50’s. To keep the vibe of the film more or less in tact the makers decided to keep the much awaited trailer launch at a SOBO theatre, Liberty which is known for its old décor and is one of the first theatres in Mumbai. The lead actors - Sonakshi Sinha and Ranveer Singh entered in vintage cars.

Similarly earlier, team of ‘Ek Thi Daayan’ had set up a spooky event; keeping their promotional concept in tune with the supernatural thriller theme of the film. While ‘Bombay Talkies’ had launched its "Bachchan" Anthem in front of Amitabh Bachchan, since the song was based on the megastar and it was a tribute to him.