Bollywood industry’s the chain of celebrity endorsements for Akshay Kumar's “Rustom” is now continuing with Sonakshi Sinha's “Akira” is releasing next Friday and no doubt the baton will pass to Sidharth Malhotra's “Baar Baar Dekho”, which releases the Friday after that. It is stated that Sidharth's is the second PR message for “Akira” in as many days.
Meanwhile the publicity for “Rustom” by a perfectly coordinated campaign of celebrity messages, beginning with one from Salman Khan whose 2015 film “Bajrangi Bhaijaan” was the first beneficiary of celebrity PR and the first look of “Bajrangi Bhaijaan” was released on Twitter by Salman's fellow Khans, Shah Rukh and Aamir.
For Salman it appears, as if it was paying it forward and the continuing round robin shows that the messages for Rustom, from a whole bunch of stars including Alia Bhatt, Ranveer Singh and Fawad Khan may not owe their origin purely to goodwill for Akshay Kumar.
Meantime this juggernaut will prove hard to stop, where it was predicted that after Akira and Baar Baar Dekho release, the Bollywood PR machinery will be set in motion for Alia's Dear Zindagi, Ranveer's Befikre and Karan Johar's Ae Dil Hai Mushkil.
