The story of Sushant Singh Rajput and Parineeti Chopra-starrer "Shuddh Desi Romance" is set in Jaipur. So, its makers have found it fitting to launch the movie's first trailer in Raj Mandir, one of the oldest theatres in the Pink City.

Raj Mandir is said to have opened its doors in the 1970s.

The decision to launch the film's trailer there is part of a unique promotional strategy by the movie's production banner, Yash Raj Films (YRF).

"The launch will be held on Thursday, July 11. Sushant and Parineeti, who've just returned from Macau, will be present at the event, " said a source.

"Shuddh Desi Romance" is directed by Maneesh Sharma. It also features veteran actor Rishi Kapoor and debutant Vaani Kapoor in prominent roles.

Releasing Sep 13, the film is written by Jaideep Sahni, and produced by Aditya Chopra. Its music is by Sachin-Jigar, with lyrics by Sahni.