In a novel initiative, Aligarh actors Manoj Bajpayee and Rajkummar Rao and director Hansal Mehta promoted their film by standing with posters amid fast-moving traffic.
Manoj, who plays a gay professor in the film, said they didn't want to litter the city with posters.
"This is Hansal Mehta's idea, we don't want to dirty our city with these posters, and we have been promoting with our own efforts till now, and this is one method to promote the film among the people," Manoj Bajpayee said.
Rajkummar Rao, who plays a journalist in the film, says it was their 'social responsibility towards our own city'.
"We complain about filth everywhere but dirty it by sticking the posters of all kinds of films on the walls. So we promote the film by standing on our own with the poster," he said.
Mr Mehta said that the practice of sticking posters on walls should 'definitely end'.
"People should go to watch the films on the basis of the trailer that is available on the internet. Put less load on the marketing budget of the film.
"Watch, love the film and take it to silver jubilee like earlier times. In Delhi you wouldn't see hoarding signs, it's in Mumbai that you see hoarding signs of films everywhere. And that does not mean that the film is very good, it just means someone spent a lot of money," he added.
Aligarh opens on Friday.