Most film-makers ought to learn a lesson or two from Ritesh Sidhwani and Farhan Akhtar, the producers of ROCK ON!!. Most producers feel that their job ends when a movie releases on Friday, but Ritesh and Farhan have decided to hold rock concerts across the nation and even Overseas to keep ROCK ON!! alive for the next couple of weeks.

Ritesh and Farhan along with director Abhishek Kapoor, the star cast of the film, Arjun Rampal, Purab Kohli, Luke Kenny and Farhan of course and music composers Shankar-Ehsaan-Loy are touring various cities and holding concerts.

As of now, concerts were held in Mumbai (the music was launched prior to the concert), Pune and Delhi, while Bangalore is next on the list, followed by a concert in Dubai.

"The response is amazing. Once Shankar-Ehsaan-Loy perform on a song each from DIL CHAHTA HAI, LAKSHYA and DON, they introduce the band (Magic) to the audience. And Farhan, Arjun, Purab and Luke, in turn, perform on a couple of tracks from ROCK ON!!.

Believe me, the crowd participates in every song, something we had never imagined in our wildest dreams, " Farhan divulges.