Bollywood superstar Aamir Khan's repeated warning that his latest production "Delhi Belly" is not meant for children as it has abusive language is not a social concern but a tried and tested publicity gimmick, ace filmmaker Mahesh Bhatt says.

"I think it's Aamir's marketing gimmick. It's a forbidden fruit syndrome and not social concern that making him saying this, " Bhatt told in an interview.

Directed by Ad-man Abhinay Deo, "Delhi Belly" is a youth-centric bold film, which stars Imran Khan, Vir Das and Kunal Roy Kapoor.

Bhatt maintains that it's an old technique to tempt people for the movie, which he used decades ago while promoting his film "Sadak" in 1991.

"We tried this in 'Sadak'. I remember I advertised it, as 'A film that censor did not want to see- 'Sadak'. You create this forbidden fruit syndrome and you tempt people more, " said the 61-year-old, who worked with Aamir in "Dil Hai Ki Manta Nahin" (1991) and "Hum Hain Rahi Pyar Ke" (1993).

"It's a very clever ploy and when a person like Aamir uses it, he eats the cake and has it too, " he added.