Kajol and Ajay Devgan had been a low key celebrity couple for a while now. Their own visibility outside their films was their ad campaigns together.

Now as they come together after a long time in U, Me, Aur Hum, which releases this Friday, the publicity campaign in the run up has been huge.

From media appearances to endorsing social causes to hosting television events, it's a subtle but strongly sustained publicity.

Here they don't talk about the film ad nausem instead, ensure that they are everywhere, seen, heard and remembered.

It may be called U Me Aur Hum, but on the ground it is more like U, Me and the whole world.

Why else would an otherwise reclusive and hard to be found Kajol and Ajay Devgan be launching a speed dating event?

They have flaunted their house for a magazine cover and also been talking about the dwindling tigers in our reserves.

''Hi this is Kajol and please join the NDTV campaign to save the tiger'', affirmed Kajol on the Save the tiger campaign.

While launching an education campaign for children, she proclaimed, "Children are our country's future, our future"

From judging a television talent hunt to even editing a city newspaper to assert the feminine power on Woman's Day, the celebrity couple did it all.

''The paper is generally focussing on women on doing different role and doing them beautifully. And at the same time having fun'', said Kajol.

All this looks like a rather multi-faceted promo, where you avoid directly talking about film but score on the visibility factor by being everywhere.

And when you do talk about the film you keep it short, sweet and off the beaten track. No rambling about the storyline here!

''I hope people feel the film as much as I feel the film'', says Ajay on U, Me Aur Hum

Is this simply a calculated overhype? And even if it is, does this kind of carpet-bombing publicity work?

According to Rajpal Yadav, "If it's a good film, it will work hundred per cent. If it's a bad film, it won't."

''Too much is being written about hit couples. And we know they are together. After a point, boredom might set in people's minds'', said Irrfan Khan.

Whether there will be boredom or not through this campaign, Ajay and Kajol are already creating interest for their next film, a part-animated part live action film.

"We are not toons in the film anyway. We are live characters", says Ajay, to which Kajol adds that it's been made and written with kids in mind.

After all, we forget that Kajol and Ajay may be stars, but they are also in the business of making cinema.