By Subhash K Jha

Tired, bored and impatient with traditional ways of promoting films Vipul Shah has thought up a novel method of taking London Dreams to the audience.

Vipul is in the middle of arranging two open-air rock concerts at two venues Mumbai and Delhi next week, most probably on 27 and 28 October. The concerts will feature Ajay Devgan, Salman Khan, Asin in concert with musicians Shankar Ehsaan Loy.

The stars will perform in front of thousands of fans amidst the highest and most foolproof security arrangement.

Says Vipul, “We don’t want any security lapses. Our stars will be completely safe on stage. They will be performing not only to the songs from London Dreams. We’re also looking at staging some of Salman and Ajay’s biggest hits.”

Bollywood stars have never gone on stage to perform at live rock concerts.

Vipul corrects that perception, “Recently a similar thing happened with Rock On when the entire cast performed live. Many years ago Mukul Anand got Sanjay Dutt, Raveena Tandon and Salman Khan on stage for the promotion of Dus. So these London Dreams concerts will be déjà vu for Salman.”

The stars have already started preparing for the two live concerts. While performing live for Salman is not a new experience Ajay suffers from stage fright and has never done concert tours. He is making a special effort to face the roaring crowds in Mumbai and Delhi next week. Ajay has been getting used to crowds and feels he can do it.

Revealing plans for the twin explosions in the two metropolises Vipul Shah says, “It will be a huge event in both the cities. I am still to finalize the venues because we expect a turn-out of at least 3-4000 people. It would be no-ticket free-entry affair, so you can call it priceless experiences.”

Vipul scoffs at tradition ways of promoting his film. “In how many ways will Ajay and Salman be asked the same thing? Salman is invariably asked about Katrina and Shah Rukh Khan instead of the film. So I see no point in the traditional media interactions. Besides, both the actors have done enough media in the last two months for their other films. Since London Dreams is about on-stage experiences the rock concerts seemed like a good idea.”

After the concerts in Mumbai and Delhi Vipul intends to stage similar live performances in the other metropolises.

-Sampurn Media