/> The promotions of WAKE UP SID have begun and anyone and everyone who has watched the first promo as well as the ad campaign in newspapers can't help but talk of the fresh and innovative content and promotion.

"It's not merely a film targeted at the youth.

There's a strong family element in the film and we hope to reach out to them," WAKE UP SID producer Karan Johar informs me.

Karan just can't stop praising Ranbir Kapoor, the protagonist of WAKE UP SID. "He's simply amazing in the film. And to stand up to someone like Konkona Sen Sharma is no mean achievement. The best part is, the chemistry is interesting and the unconventional casting works for the film," Karan states.

WAKE UP SID marks the directorial debut of Ayan Mukherjee. "He's someone to look forward to. I think people will wake up to this talent after WAKE UP SID," Karan reveals. Such lavish praises from someone like Karan really carries weight, what say?