Karan Johar says No marketing and No promotions for Ittefaq

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Filmmaker Karan Johar, one of the producers of the upcoming suspense thriller Ittefaq, revealed that the team is following a no-promotion strategy.

The trailer of the Sonakshi Sinha, Sidharth Malhotra and Akshaye Khanna-starrer thriller released on online platforms, but unlike for other Bollywood films, the movie’s makers didn’t arrange a trailer launch.

Karan said, “We want to protect the intrigue, mystery and thrilling point of the film. When actors go out for film promotions that time in a media interview, they reveal facts and details of the plot. So, B.R. Films, Shah Rukh Khan and myself, we all have mutually decided to protect the content of the film.”

“With this film, we are not going to do any promotions, we will not go to any reality TV show to promote the film and we will not have media interviews and media presence either. We respect media but it’s our new strategy that we want to protect content of the film because with this film, I feel less is more.”

In Ittefaq, Dev (Akshaye Khanna), a police officer, is investigating a double murder case that has only two witnesses, who are also the prime suspects. The suspects – Vikram (Siddharth Malhotra), an acclaimed writer, and Maya (Sonakshi Sinha), a young homemaker, have different narratives about the events of that fateful night. Both the stories seem true but there can be only one truth. Dev is torn between the two versions of the story, and will not settle till he finds out what happened that night.


Directed by Abhay Chopra, Ittefaq releases in cinemas on 3rd November 2017.

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