Trust Shah Rukh Khan to do things differently. The Bollywood superstar is now aiming to create a Limca Book of World Records by launching a 3,600-foot long fan mail, which will travel through 50 BIG Cinemas properties across India, allowing audiences to share their messages for the actor.

The fan mail was launched during the theatrical trailer launch event of "Ra.One" in Mumbai Tuesday, and the first two Shah Rukh fans to sign the fan mail were the winners of a contest hosted by BIG Cinemas, a division of Reliance Mediaworks.

The activity has been planned as part of the promotion of his forthcoming superhero film "Ra.One", being co-produced by Eros International and Red Chillies Entertainment. It is set for a Oct 26 release.

"The whole of India swoons over Shah Rukh Khan and with the release of 'Ra.One', the mania is going to go even wilder. The longest travelling fan mail is our attempt to give all the BIG Cinemas patrons a chance to express their love for King Khan and ensure that their messages reach him personally.

This initiative further strengthens our brand promise of 'you matter' to our audiences," said Archana Jhangiani, head - Brand and Marketing, BIG Cinemas.

The travelLing fan mail would be personally presented to Shah Rukh before the release of "Ra.One", which also features Arjun Rampal and Kareena Kapoor, and is being directed by Anubhav Sinha.