Dear Zindagi: A flat 30-day promotional campaign for the Shah Rukh Khan - Alia Bhatt film

The theatrical trailer of Shah Rukh Khan - Alia Bhatt's Dear Zindagi will be attached to the prints of Ae Dil Hai Mushkil this Diwali.

The trailer of the Gauri Shinde film will be launched at an event in Mumbai on 25 October following which it will hit the digital space. The trailer release will give the film a clear one-month promotional window.

As against major film-makers planning extensive 50 to 60 days' marketing campaigns, it was Karan Johar's idea to keep the pre-release activities restricted to just 30 days. Sources close to Johar revealed that the producer has immense faith in the film's content and is confident that Shah Rukh Khan's presence along with word of mouth publicity would help it sail through.

A similar idea was adopted for this year's sleeper hit, Kapoor and Sons, which released in March. While Shah Rukh Khan would take a break from shooting of The Ring to attend the trailer launch, the superstar will not be involved in all the promotional activities.

Produced by Red Chillies and Dharma Productions, Dear Zindagi releases on 25 November, 2016.