Rani pens letter to daughter; are open letters the latest fad in film promotions?

Mumbai: While near month-long promotions have become mandatory and decisive in the success of a film, filmmakers have often gone to quirky extents to get their film to be in the news.

But a recent fad, that seems to be catching up gradually seem to be resorting to seemingly dissociated open letters, right before the release of the concerned party's films.

Yash Raj Films took to their twitter feed to share an open letter penned by 'First Lady' Rani Mukerji, addressed to her daughter on the eve of her first birthday. Incidentally, the day also marks the release of Aditya Chopra's latest directorial, the Ranveer Singh-Vaani Singh starrer, 'Befikre'. The letter even uses the word 'carefree' towards the end, quite conveniently.

The letter, which at first sounds like a mother's earnest jubilation over her fresh found motherhood, the more you read it, the more you realise how subtly it echoes what Adi claims to be the feel and vibe of the film, in his own earlier open letters.

Adi himself had resorted to an open letter to his late father, the legendary Yash Chopra, while announcing 'Befikre'.

In recent times, Amitabh Bachchan himself had come in for some serious flak, for having penned an open letter addressing his grand-daughters on feminism, women empowerment and their safety, right in the wake of the release of the much-acclaimed 'Pink,' with tackled the very same issues.

Farhan Akhtar had also written an open letter addressing his daughter, right around the time when the promotions of his film, Rock On!! 2' was about to start full throttle.

While to promote and generate optimum traction for your film is the right of every filmmaker and artiste, is it really an ethical mean to bring in your family to purportedly address social issues, to buy sentimental brownie points?