This is one promotional gimmick that has turned out to be an anti-climax of sorts. For Emraan Hashmi's GHANCHAKKAR which releases this Friday, there were plans being put together for a multi-city treasure hunt. Currency worth lakhs was being kept on stake. However at the last minute the whole idea was dropped due to security agencies raising alarm bells.
''Since Emraan Hashmi and Vidya Balan are travelling across Bangalore, Delhi, Chandigarh and Kolkata this week, the marketing team of UTV came up with an idea of involving 'aam junta' in a treasure hunt. Since the film is centered on a bank robbery, it was largely felt that this would be a good idea to drive home the message. There were funds kept aside for this as well and everything was in all set to be executed,'' informs a source from the production house.
However, on evaluating the risks involved with the entire exercise, the security agency which was in charge put its foot down.
''It felt that such large bundles of currency being out in open could lead to commotion. Since the marketing team was all set to spread the word around Emraan and Vidya coming with so much cash for people to hunt, it was felt that this could lead to security issues and general law and order problem. In its report, the agency also highlighted 'loss of life' as a major risk,'' the source continues.
A statement like this was good enough for the production house to rethink of the entire strategy. A closed door meeting was impromptu called on Monday night and the whole treasure hunt angle into the promotion was done away with.
The source adds, ''In any case when celebrities visit malls then public at large gets out of control. Now with so much money involved, one can't even imagine everything that could have gone wrong. Yes, at the core of it this was an interesting idea but its execution just doesn't have any precedence. No one has ever done that before with real money.''
While this has proven to be a spanner in the plan, the whole itinerary of Emraan and Vidya for the next few days is being re-looked.
UTV officials could not be contacted for comment. Guess this was one 'heist for fun' that was not to be!