SRK’s express promotions

For those who remember the aggressive publicity blitz Shah Rukh Khan embarked on before Ra.One’s release, the relatively quiet and down-key promotions for Chennai Express have come as quite a surprise. Apparently it is the King Khan who requested that the publicity not be of the in-your-face variety. “There have been a few major events for Chennai Express, but not much else. SRK feels there is no point thrusting promotions down the audience’s throat when the film is generating enough buzz on its own merit,” one source shared. In contrast, six months and several crores were pumped into the promotions for Ra.One. “This is not required for Chennai Express. There is youth connect that the makers wanted to create, and there is a digital campaign for that purpose,” our source added.