New promo strategy?

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In a day and age where aggressively promoting one’s upcoming film across all mediums is the norm, Aamir Khan is once again defying the convention. With just 15 days to go for the release of his highly anticipated suspense thriller Talaash, Aamir is maintaining a surprisingly low profile.

And that hasn’t gone unnoticed by the industry.
“The very fact that Aamir is not being seen much has been noticed, and is generating a lot of buzz. Imagine what would happen if he would get into quintessential Aamir mode and went all out to promote Talaash over the next 10 days…the sky would be the limit,” noted one trade expert.
But the signs indicate that Aamir will not be stepping up his presence, and that this is a strategy in itself. “We are going about the film’s promotion in just the right way. Given how aggressive other films are when it comes to being visible, it is a smart thing to not do the same,” says director Reema Kagti. “We promise people a great story with great performances.”
Reema adds that Aamir as well as Talaash’s producers, Farhan Akhtar and Ritesh Sidhwani, are on the same page vis-à-vis the film’s promotion. “I don’t believe we are under-promoting. It’s just that all of us are really guarding the film’s content. Talaash is a suspense drama and to safeguard everyone’s enjoyment of the film, it makes sense for us to keep the talk minimal,” she says.