Unusual campaign for Don 2 takes off

Don ka dushman ko ye baat hamesha yaad rakhni chahiye ki Don kabhi kuch nahin bhoolta. This was the first one-liner that was unveiled recently as part of the Don Says campaign to promote Shah Rukh Khan’s forthcoming thriller Don 2. Producers Ritesh Sidhwani and Farhan Akhtar,who have always marketed their films creatively,started this campaign to popularise Don’s persona with witty one-liners.

Don Says includes a series of 11 tongue-in-cheek quotes by Don that have been written by Akhtar himself. They will be released every Friday till the film hits theatres on December 23. These quotes will be simultaneously released across all mediums including television,print,radio,Internet and also the mobile platform and mobile apps.

The idea is to get the audiences to relate to Don’s attitude and mannerisms. Also,the fans will get familiar with his one-liners and use them in their daily conversations. In the movie,Don’s character is known for his suavé demeanour and witty one-liners.

“Don Says is a re-introduction for the audience to Don’s philosophy of life and his opinion on people,whether they are with him or against him. It is a fun way to get the audience back into the Don frame of mind and enjoy his wit and sharp repartee before they can watch the film,” said Akhtar.