Directed by Abhishek Chaubey, Dedh Ishqiya is a sequel to the 2010 hit Ishqiya and it is based in a small town in Uttar Pradesh, just like the previous film. The movie will be a dark comedy like the first one and has an unusual story. The makers have come up with a unique marketing strategy to promote the film that will hit screens on Jan 31st 2014.
“We are working on the promotion and marketing strategy of the film. We are planning to release a couple of teasers by the next week and will launch each character one by one,” Mansi Maroo, the co-producer of the film told IANS.
The movie will mark the return of Madhuri Dixit to the screen and it will also star Naseeruddin Shah, Arshad Warsi along with Huma Qureshi.
“Since the film is based in a small town and has a lot of Lucknow (Uttar Pradesh) culture in it, we will focus a lot on the Hindi belt. A lot of attention will be given to the rural areas during promotion. This is just the beginning and yes, there is a lot more in store,” Maroo said.
She also added that the movie’s first look has been launched on Facebook, which is taking a special initiative for Dedh Ishqiya. Check out the look in which Madhuri looks ravishing.