Even as this is read, two of the most elaborate and expensive Bollywood movie marketing campaigns are under way: Sony Pictures’ Saawariya, directed by Sanjay Leela Bhansali, and Shah Rukh Khan’s Red Chillies Entertainment’s Om Shanti Om, helmed by his buddy Farah Khan. Both big budget projects take a bow on 9 November as Diwali releases. The festival is a fortnight away, but it’s fireworks already.

Marketing couldn’t get savvier. These movie projects are spending 25-30 percent of their budgets on pulling in their audiences. Networking with group companies Sony Electronics and cell phone handset maker Sony Ericcson for give-aways and film downloads, Sony Pictures is investing nearly Rs 10 crore in publicity and promotion. The company has inked another Rs 10-crore merchandising deal with Kishore Biyani’s Future Group for Saawariya-branded products. Om Shanti Om is not far behind. The SRK-starrer has a Rs 8-crore merchandising deal with Shoppers’ Stop. Its Rs 25 crore-30 crore brand campaign has been co-ordinated by Madison Mates. But King Khan prefers to be the film’s chief marketer. Days before the movie’s launch, he is hard-selling his film across TV, radio and print.