A still from the video posted by S1dharthM
Highlights
- Sidharth Malhotra tweeted a video promoting Akira
- Earlier, Akshay Kumar had urged fans to watch Sonakshi's new film
- Akira is set to hit the theaters on September 2
New Delhi:
Bollywood's spin doctors, having hit upon a winning PR formula, seem unwilling to give it up. The chain of celebrity endorsements for Akshay Kumar's
Rustom is now continuing with Sonakshi Sinha's
Akira, releasing next Friday. No doubt the baton will pass to Sidharth Malhotra's
Baar Baar Dekho, releasing the Friday after that.
Sidharth's is the second PR message for
Akira in as many days.
Akshay, for whose film
Rustom both Sonakshi and Sidharth had posted messages, returned the favour for
Akira:
Publicity for Rustom was shored up by a perfectly-coordinated campaign of celebrity messages, beginning with one from Salman Khan whose 2015 film
Bajrangi Bhaijaan was the first beneficiary of celebrity PR - the first look of
Bajrangi Bhaijaan was released on Twitter by Salman's fellow Khans, Shah Rukh and Aamir.
Salman, it appears, was paying it forward and the continuing round robin shows that the messages for
Rustom - from a whole bunch of stars including Alia Bhatt, Ranveer Singh and Fawad Khan - may not owe their origin purely to goodwill for Akshay Kumar.
Once begun, this juggernaut will prove hard to stop. We predict that after
Akira and
Baar Baar Dekho release, the Bollywood PR machinery will be set in motion for Alia's
Dear Zindagi, Ranveer's
Befikre and Karan Johar's
Ae Dil Hai Mushkil.
You heard it here first.