Shahrukh Khan is going through multi city promotional drive to launch the theatrical promo of 'Ra. One'. That when the film is still close to five months away. Unprecedented, some may say. Sinister, some may argue. There is a reason behind that. Salman Khan's 'Ready' releases this Friday and an entire campaign by Shahrukh during the days when world would have been getting 'ready' for 'Ready' doesn't appear to be a mere coincidence.

"Well, it is coincidental after all," says Anubhav Sinha, director of 'Ra. One' which is inarguably the biggest film that Bollywood has seen till date, "Our VFX guys had been working on giving the final touch on the 90 seconds of 'Ra. One' that we wanted to show to the audience. Once they were ready late last month, we decided to package it all and make it a part of our promotional drive."

One wonders though if this was really required, especially since things have relatively cooled down between the two Khans years after that ugly episode at Katrina Kaif's birthday. Shahrukh has in fact even apologised to Salman through 'Koffee With Karan' while Salman too is wishing him luck for his films on record as well. In fact Shahrukh has reciprocated Salman's gesture too stating that his children are waiting for 'Ready'. However the fact remains that this mega drive by Shahrukh for 'Ra. One' has eaten away at least some bit of media attention away from Salman's 'Ready'.

"There isn't much to comment here. Unveiling of our theatrical promo was always planned around this time," are Anubhav's final words before he signs off.