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Karan Johar on ‘Ittefaq’: “We are not going to do any promotions”

Karan Johar has decided to take a new approach to promoting his latest production ‘Ittefaq’. Unlike most films, there will be no promotions for the suspense-thriller.

At a recent event, Johar told Pinkvilla that, “With this film, we are not going to do any promotions, we will not go to any reality TV show to promote the film and we will not have media interviews and media presence either. We respect media but it’s our new strategy that we want to protect content of the film because with this film, I feel less is more.”

“We want to protect the intrigue, mystery and thrilling point of the film. When actors go out for film promotions that time in a media interview, they reveal facts and details of the plot. So, B.R. Films, Shah Rukh Khan and myself, we all have mutually decided to protect the content of the film.”, he explained.

As a result, the promotions of the film are limited to the trailer launch and a song release – a remix of ‘Raat Baaki’ originally from ‘Namak Halaal’ (1982). “We are presenting ‘Raat Baaki’ with a new impact. This song will be shot on Siddharth, Sonakshi and Akshaye and we are going to make an interesting music video for the film. So, we are only coming up with a theatrical unit and the ‘Raat baaki’ song. After that, we will release our film,” Johar said.

‘Ittefaq’, starring Akshaye Khanna , Sonakshi Sinha and Sidharth Malhotra, is scheduled for release on 3rd November, 2017. The film is an adaptation of Yash Chopra’s ‘Ittefaq’ (1969).