Creative, iconic and innovative – three words that describe Yash Raj Films the best! Living up to its legendary name, the production house has come up with an innovative new video to promote its latest movie – Ishaqzaade.

Yash Raj Films noted that the movie name ‘Ishaqzaade' was generating a whole lot of interest amid fans.

A spokesperson from Yash Raj Films said, "Once the title 'Ishaqzaade' was locked, it was felt that people were curious as to what the term actually meant.

It so happens that one of the dialogues of the film aptly explains the origins of the word Ishaqzaade and all that had to be done was to put out the same. But the challenge was, considering it's an unreleased film, how to use a dialogue from one of the pivotal scenes of the film without actually releasing the video!

Kinetic typography or ''moving text'' emerged as the solution wherein motion & texture is added to text to express ideas & evoke certain emotions.

Special attention was given to the choice of fonts, colours, textures and camera angles in order to keep it true to the world of the film. The emotional experience essential to the scene was also conveyed through the additional use of visual effects & sound design."