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"Results are there to be seen" - Dinesh Vijan on 'Cocktail' success

IndiaGlitz [Friday, July 20, 2012]

Illuminati Films has now scored yet another huge success after 'Love Aaj Kal' and Saif Ali Khan along with his partner Dinesh Vijan have all the right reasons to pop the champagne.

With 55 crores coming in a week's time, it is the biggest start ever that a multiplex oriented film has ever taken, hence eclipsing even 'Zindagi Naa Milegi Dobara' (45 crores) in the process.
With collections speaking for themselves despite a comparatively smaller release, 'Cocktail' has turned out to be a film which is finding good favour amongst the audience, what with weekdays holding up quite well too.
"Now this is indeed remarkable for us because our strategy of controlled, but effective marketing and promotion has paid off," says Dinesh, "We could have gone ahead and followed the norm of bombarding the film all over, going for those city tours or visiting malls day in and night out.

However our creative team felt that it was pretty much passe. We had our target audience in mind and reached them in a systematic manner. Of course ultimately it's the product which speaks but then the results are there to be seen."

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