Aamir Khan Sahab 'inverse campaign' works for DHOBI GHAT

When the promotion of DHOBI GHAT had started around 3 months ago, it seemed like another good, if not mega, grosser in the offing. However, Aamir Khan Sahab started an inverse (not to be mistaken for negative) campaign for his wife Kiran Rao's film where he insisted that that audience 'do not' throng theaters to make it a 'weekend hit'. He wanted the film to do well on its own merits rather than benefiting from his name.

A conscious effort in this direction meant that a mega start was ruled out as weeks progressed. By the time the film reached it's release date, it was clear that the film won't take a bumper opening and it would be an achievement of sorts if it even crossed the overall business of Aamir's last production PEEPLI [LIVE], which was a far more massy film.