Actor Vivek Oberoi, who is awaiting the release of "Kismet Love Paisa Dilli", has been busy promoting the film on various platforms. He says innovative marketing is now a vital part of filmmaking.

"At the end of the day, we are promoting the film. The idea of doing it in innovative ways is because it brings out the flavour of the film. I wanted to do something fun and interactive. It's been a fun process making the film and it must be a fun process promoting it as well," said Vivek.

"Kismet Love Paisa Dilli", releasing Friday, also features Mallika Sherawat.