MUMBAI: For the first time ever in the marketing history, Excel Entertainment‘s Zindagi Na Milege Dobara will have its first communication available on Internet.

According to producer Ritesh Sidhwani, the strategy will bring immediate word-of mouth-publicity to the film that releases on 15 July. "In India, most of the audiences miss out on trailers in the beginning because they are late for the show. During the interval, they‘re outside the hall purchasing food. So, we thought it‘s best to use a medium that every one has an easy and direct access to," said Sidhwani. 

Normally, most filmmakers launch the first communication in theatres in the form of trailers. "In this case, we are breaking the rules and prioritizing to showcase it on a medium that the film belongs too," Sidhwani added.