This Article is From Aug 11, 2016

Rustom, Alia, Rajinikanth and the Mysterious Ways of Bollywood PR

Rustom, Alia, Rajinikanth and the Mysterious Ways of Bollywood PR

Image Courtesy (clockwise): aliaa08, a still from Rustom, Mohenjo Daro


  • Alia Bhatt is the latest to add to the list of celebs promoting Rustom
  • Rajinikanth also wished Akshay Kumar success
  • The film is set to release on August 12
New Delhi: Once a Khiladi, now an Anari - and we aren't talking about Akshay Kumar here. Just a day away from this year's mega box-office clash, actress Alia Bhatt has posted the latest celebrity endorsement of Akshay's new film Rustom.

Alia, 23, reprised Akshay and Raveena Tandon's hit number Tip Tip Barsa from 1994 film Mohra. 'Sure to get a mandatory rain dance in every film,' tweeted Akshay.

It confirms that there is a massive Rustom Dekho campaign being run by Bollywood, possibly out of sheer goodwill towards Akshay. Rustom has even been wished luck by a hallowed quarter - Rajinikanth, who posted a rare tweet addressed to Akshay.

We cannot suspect Rajinikanth, who co-stars with Akshay in the sequel to Enthiran, of being induced to tweet by a concerted film effort but his tweet apart, the celebrity social media seems to have been carefully orchestrated, with hashtags counting down to the film. Some of Bollywood's biggest names have urged us to go watch Rustom - from Salman Khan and Karan Johar to Ranveer Singh and Varun Dhawan.

Which brings us back to our opening line - has Bollywood forgotten there is a second film releasing with Rustom? Mohenjo Daro, starring Hrithik Roshan, has been largely ignored by his colleagues - the sole signs of life coming from Akshay himself and wife Twinkle.

Here are just a few of the messages that Rustom has received:

Actor Fawad Khan from Pakistan:

#2daystorustom All the best Sir @akshaykumar

A video posted by Fawad A Khan (@fawadkhan81) on

Sidharth and Oscar Malhotra:

Rockstar Sonakshi Sinha:

Chhupa Rustom:

It all began with Salman Khan's video message urging his fans to go watch Rustom.

Rustom stars Akshay Kumar as Naval Commander Rustom Pavri, a fictionalised version of K M Nanavati who was tried and acquitted for the murder of his wife's lover, leading to the scrapping of India's jury system. Mohenjo Daro has Hrithik Roshan playing Sarman, who lives and loves in the Ancient Indus Valley.

We won't pick sides. Let the best man win.