No rivalry anymore, Bollywood stars are coming together to promote each other’s films

There was a time in Bollywood when B-Town people were rivals of each other and always wanted their respective films to do well. But, now it looks like the word ‘rivalry’ does not exist in the industry. We all know that promotions have become a very important part for a film. Even when a bad film is promoted well, it turns out to be a success at the box office. On the other hand, we have seen films with good content sinking at the box office, simply because the promotional strategy did not work. Since the past few years, a new trend has started in Bollywood where celebrities come together to promote a particular film.

Well, it all started two years ago with Hrithik Roshan’s ‘Bang Bang’. On Twitter, Hrithik started a challenge named ‘#BangBangDare’, where he gave celebrities a dare and they had to perform it. Many celebs like Aamir Khan, Shah Rukh Khan, Arjun Kapoor, Ranveer Singh, etc. performed the dare given to them by Hrithik. The most entertaining dare was given to Ranveer in which he had to dance on streets and the ‘Bajirao Mastani’ actor completed his dare successfully. This dare idea surely helped the film as it created a great buzz.

Salman Khan and Shah Rukh Khan are good friends off screen, but their rivalry at the box office has been in the news always. People always compare the box office collections of their films. However, what surprised everyone was that the latter was the one who unveiled the first look of the former’s ‘Bajrangi Bhaijaan’ on his Twitter account.

This year too there are two films which have been promoted by top Bollywood celebs. The first one is Sonam Kapoor starrer ‘Neerja’. The makers of ‘Neerja’ came up with a campaign titled ‘Fear VS Neerja’ where celebs like Anushka Sharma, Salman Khan, Parineeti Chopra, Emraan Hashmi, Shahid Kapoor, etc. spoke about their fear. Well, people were happy to know that even their favourite stars have fear. This worked in the favour of the film and even many common people shared their fears on the social media.

Now let’s talk about the recently release flick ‘Rustom’. The Akshay Kumar starrer was one of the most awaited films of the year, but you know what made people more eager to watch it, was the countdown which was done for the movie. Actually, the countdown for the movie was done by one of the top most celebs of Bollywood comprising of Salman Khan, Karan Johar, Arjun Kapoor, Ranveer Singh, Fawad Khan, Sidharth Malhotra, Varun Dhawan, Sonakshi Sinha, Alia Bhatt and Sonam Kapoor. All these celebs did something for our Rustom, Akshay Kumar, and in return Akki also thanked them with a quirky video.

People in industry are in no mood to compete with each other. Last week, Hrithik’s ‘Mohenjo Daro’ had clashed with Akki’s ‘Rustom’ and while promoting his film, Hrithik had also tweeted about ‘Rustom’, isn’t that sweet!

Earlier, we had never seen an actor promoting a film starring another actor who is said to be his competitor. Well, the things are changing and we feel that’s good for the industry.

Murtuza Iqbal

‘Eat Sleep Bollywood Repeat’ is his life Mantra. Dance is his first love and Rani Mukerji is his eternal crush. He is someone who loves being himself, and as for the ones who don’t agree, his reply? “Talk to my hand!”