He is known for his meticulous planning and early promotion of his films, but superstar Aamir Khan has bent his own rules for Talaash, which hits screens on November 30.
With two biggies - Jab Tak Hai Jaan (JTHJ) and Son of Sardaar (SOS) - gearing up for release this Diwali (November 13), Aamir strategically decided to stay away from any animosity by scheduling the promotions of Talaash post the festival.
Confirming the news, a spokesperson from Aamir's team said: "Yes, Aamir will start full-scale promotion of Talaash after Diwali."
After completing a gruelling film schedule of Dhoom 3 in Chicago, Aamir is back in the city since almost two weeks, but all this while he kept a low profile because he didn't want to barge into the space that the two biggies needed before their release, said a source.
To be precise, he plans to roll out the promotions post November 16.
Not a bad strategy as the simultaneous release of JTHJ and SOS has created enough controversies for the time being.
Directed by Reema Kagti, "Talaash, a thriller, has several highlights - it will see Aamir with two actresses Kareena Kapoor and Rani Mukerji, a factor which is not so common in his films.
Also, the film has captured local areas of Mumbai, which are gradually being demolished. It has been shot in areas like Charni Road, Lower Parel, Colaba, Grant Road and Central Bombay to add the actual flavour of the city in the movie.
Two places - the chawls and mills - in Lower Parel have already given way to construction. Kagti said: "Real locations... mostly old structures and buildings that are fast fading from Mumbai, are used."
This will be Aamir's first big release after "3 Idiots", which came in 2009. No wonder, expectations are high from the film. Also, Aamir is known for devising innovative strategies to promote his films, so the industry is waiting to see what he does to pep up the buzz around "Talaash".