Road trips have become the new success mantra when it comes to movie marketing wherein the planners come up with creative ideas and activities to get actors on ground so fans get a chance to interact with them one on one which in turn helps build a strong connect.

The big marketing idea because of which the release date of YRF's Daawat-e-Ishq' was pushed to 19th September was the Food Yatra - a road trip that Aditya Roy Kapur and Parineeti Chopra took to various cities across India, trying out popular and authentic dishes. The makers felt that getting the actors down on the road would help in striking a strong connect with the common people and their fans on ground.

Before the Daawat-e-Ishq' Food Yatra, there was just one more film that took a road trip like this prior to the release of the film and that was Zindagi Na Milegi Dobaara'.

Likewise, even B-Town's Mr.Perfectionist, Aamir Khan had taken to roads in disguise for his film 3 Idiots' back then.

Starting from Bombay, in this stretch, Aditya and Parineeti covered a lot of popular eateries in places like Manor, Talsari, Surat, Baroda, Ahmedabad, Jaipur, Agra, Delhi, Sonepath, Ambala and finally reached Chandigarh. With this, they covered over 2000 kms on wheels which is huge. While Aditya and Parineeti visited Surat, there was a crowd of about 5000 people that came in to catch a glimpse of the stars. This activity was way more effective and generated much more excitement compared to any other mall visit that usually happens.

Kudos to Aditya Chopra to come up with this innovative idea of visiting popular eateries in various cities on road. In this way, fans felt very special as the actors came down to their city to try dishes that were voted as their most favourite.

Now, more and more producers are thinking of ways to integrate a road trip in the marketing of their films as it helps in bringing about massive mileage to the film just before the release.

Watch 'Daawat-E-Ishq