Filmfare magazine has made a three folded cover issue with the multi-starred bollywood movie named ‘Salaam-e-Ishq’ directed by Nikhil Advani. This movie involves some of 13 stars from the mainstream of bollywood. I am quoting some lines form a IBN live report:
“It's a three-fold cover for Filmfare this New Year, featuring three of the most attractive couples from Salaam-e-Ishq, which features as many as 13 stars from Bollywood.
It's what one could call a ‘you scratch my back, I'll scratch yours’ situation, with Filmfare promoting the film extensively in its pages, and in return the stars of the film being made accessible to promote the magazine's new issue.
This works perfectly for Advani who isn’t involved with this kind of cross-promotion for the first time.
"It gives me a great opportunity to do something that I have done all through my film career, in the sense that both Kuch Kuch Hota Hai and Kabhi Khushi Kabhi Gham have been positioned on the Filmfare cover,” says Advani.
Reflecting the film's spirit of love and togetherness, Filmfare’s multi-cover issue was shot with each couple separately and the final pictures were selected after much debate and dialogue between the stars, their director, the photographer and the magazine's editorial team.
For actress Vidya Balan, one of the film's seven leading ladies, she took this opportunity to deny all rumours suggesting a romantic link-up with her co-star John Abraham. Balan insists their scathing hot chemistry was for the camera alone.
"I think it's because of the comfort level. We have put our lives into the scenes and I think that chemistry got translated on-screen," says Balan.
One of the most eagerly awaited films expected to check into cinemas just three weeks into the New Year, Salaam-e-Ishq is not surprisingly the hottest new film that consumer brands are keen to latch themselves onto.”
It is a good way to promote a movie and I think this approach will help both the magazine and movie authority. There is a possibility of this approach to be popular in bollywood.