Bachchan Jr has been taking active interest in marketing his upcoming releases

Shah Rukh Khan and Aamir Khan have done it and to great effect. It now is Abhishek Bachchan's turn to get involved in the marketing strategies of all his films.

Says a source close to the actor, "He takes on some of the biggest action films this year with Game, Dum Maaro Dum, Players and Dhoom 3. He is a bit concerned about the first two films releasing in the same month, though."

The otherwise laidback actor would leave the strategising to his producers. That has changed. Adds the friend, "He sits with Ritesh Sidhwani (producer; Game) and Rohan Sippy (producer; DMD), so that the films are promoted differently. He is also looking at the publicity material of these films and keeps track of what should or shouldn't go out."

Juggling act

Jr B has also been shooting for Players as there is combination of other star dates that need to be adjusted. "He is spending time promoting both films and is also rehearsing for shows he had committed to. At the same time, he is dubbing for DMD."

Says Bachchan, "Things are a lot more organised now and I make sure dates are worked out in advance so that everything is planned well in advance."

Distinct moves

He plans to adopt two different marketing strategies for Game and Dum Maaro Dum. He says, "Game and DMD are different movies ” one's a whodunit while the other is an action thriller.

The only thing common between them is me. We have carefully thought out a structured marketing strategy for both films." Interestingly, AB Jr has viral fever for over a week now. Regardless, he's working around the clock.