After the success of his second directorial venture "Bluffmaster" Rohan Sippy has built quite a reputation for himself not just as a director who makes an unconventional film but also as a producer who has mastered the art of packaging and marketing the film.

Insiders reveal his marketing gimmicks start even before the film is complete.

For instance, the video rights of the hit track "Right here right now" were unleashed long before the film hit the screen. It worked its magic and lured youth, who came in hordes to the theatres.

Not only that, the music of "Bluffmaster", which was the film's USP, was Rohan's personal choice and he stood by it till the end notwithstanding the criticism from those who were convinced that the music wouldn't work.

No wonder Rohan is looking as pleased as punch and says: "If our films have got great feedback from the audience then it's only because the film has spoken the contemporary idiom."

The young director is enjoying the well-deserved long holiday.