The actor-producer has always maintained that a promotional campaign should convey what a film truly is so that the audience doesn't feel cheated. So, while in his past films, the first trailer used to do the trick, this time he has divided the marketing plan in a 20-day action, comedy, drama and romance packed campaign.

With this, he hopes to create a different kind of intrigue among the audience for the entertainer, a source from his production banner Red Chillies Entertainment said. The entire campaign for "Dilwale" is being treated like one unit that is beginning exposed piece by piece to fit the final puzzle, the source said.

If one goes by the first look of the film, it only exposed the basic constituents of the Rohit Shetty directorial. It did not completely convey the film's complete story to the viewers, just as the makers wanted. This was followed by the launch of the song "Gerua", which is picturised beautifully on Shah Rukh and Kajol, who are working together after five years.

This song, which has been on top of music charts, was a window into the chemistry that this much-loved onscreen couple share in the film.Thirdly, came the song "Manma emotion jaage", which brought the film's second leads -- Varun Dhawan and Kriti Sanon -- to the fore, in a bid to target youngsters.

"Dilwale" will hit the screens on December 18.

Also read: Shah Rukh Khan, Alia Bhatt's next to begin shooting in January

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