As Puri Jagannadh's outburst against the 'lafangas' of the system gears up for a grand release on Oct 21, the promotions have been begun on a full scale. If the lead cast members and the director have been giving interviews to TV channels for some days now, the campaign has got innovative with the enlisting of "Walkers with Backlit boards" to advertise for the movie on the streets. A group of young boys have been deployed to wear the lit back boards of the film's poster and roam about on wheels.

As pre-release buzz goes, this is for the first time that a Kalyan Ram movie has generated so much of interest even prior to the release. Given Puri Jagannadh's style of message-giving, this was expected, but surely, Kalyan Ram's make-over has contributed to this interest in a substantial way.

In tandem with his director, the Nandamuri director is looking every bit dashing. 'The Transformation of Kalyan Ram' and the innovation of ISM's promotions are going hand-in-hand.