Mumbai: In the competitive world of Bollywood, film publicity is taking a whole new turn, as Sanjay Dutt-starrer Luck's pre-release promotional video will tell you.

Now that the producers vs multiplex strike is behind us, there are a whole lot of film releases jostling for space. So we understand it is a case of survival of the fittest in this scenario. But what we saw recently shocked us. Sanjay Dutt mouths a series of dialogues which goes thus, "Drug ka nasha, Jail ki salakhen, unginat ilzamaat, phir bhi mujhe log Baba kehte hai, Unka pyaar aur mera luck."

Someone please tell the smart marketing professional who has thought of this "brilliant" strategy to have a rethhink. Soham Shah, the director of the film, however, stands by the idea. "It is the concept of luck with the common man. When celebrities connect their well being to luck, it kind of gives a positive message."

But how many of them out there would identify with Sanju's tryst with drugs and jail?

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