However with the lead actor Shah Rukh Khan and director Rohit Shetty having gone all out to promote the theatrical launch of the film, anticipation is riding high now that the World Television Premiere of the film is around the corner on Sunday, October 20 at 8 pm on Zee TV.
With innovation being the key word of the hour, Zee TV is going all out to promote the premiere of the film across all mediums.
On the social media space of Twitter and Facebook, the channel has created the #BokwaasDictionary as made popular by Deepika Padukone's character Meenamma in the film.
Twitter and Facebook users are being tapped to contribute their fun and quirky interpretations of words and phrases used in everyday lingo.
Besides the dictionary, there is also an app that invites users to register and 'book' their tickets to the movie premiere by entering their email id to win fun and exciting prizes.
In addition to the online media, Zee TV will also promote the premiere of the film through an on-ground activity which will see dancers in a float shaped as a train compartment moving through the cities of Mumbai, Delhi and Ahmedabad and teaching passersby steps of the lungi dance.
Print, Outdoor, TV and DTH are the other mediums being tapped aggressively to make this campaign an extensive 360 degree promotion.
Shah Rukh, too, who was out of the country for the last few weeks, rushed back to Mumbai to shoot special bytes to promote the premiere.
"Shah Rukh flew into Mumbai in the wee hours of Friday morning and then spent the evening shooting promos and links for Zee TV who are premiering the movie on October 20th," said a source.
"It is amazing to see his commitment and dedication to his work in making the television premiere as huge as its theatrical release. Shah Rukh has such an infectious energy that gets everyone around him moving no matter the hour or day."
The promos are already airing on Zee TV. Besides Shah Rukh, the director of the film Rohit Shetty is coming as a special guest for the upcoming Dance Ka Tashan finale to promote the premiere of the film.
--IBNS (Posted on 17-10-2013)