Saif Ali Khan pairs up with Sud 'Aaj Kal'

Radio Mirchi has devised a humorous way of promoting soon to be released movie, Love Aaj Kal, directed by Imtiaz Ali. The popular character on Radio Mirchi, Sud, on air since January 2008, will pair up with the movie's lead actor, Saif Ali Khan.

Sud usually reads out jokes from his book, Hassi Ke Phooarey, and shares the story of his life with listeners every day. As a part of the promotion, the character Sud is besotted by Suchi Smita and Khan helps him to woo her by offering advice.

"Sud is aired across all stations and has become larger than life. We did not want to promote the movie outright and make it sound like a promotion. Instead, we aimed to make the association entertaining," he says about the integration.

Sud is going through a love crisis and has Khan to advice him across a few episodes, which are aired as capsules every hour. Besides, as part of the promotion, costumes of the actors will be given away as prizes for contests, along with movie tickets and CDs.

Radio Mirchi has come up with innovative promotional plans for movies earlier, too. For the movie Salaam Namaste, which featured actor Preity Zinta playing an RJ (radio jockey), the radio station had her hosting the breakfast show for a few days in Mumbai.