Shah Rukh Khan is known to promote his movies in unique ways and this time, for his pet project Ra.One , he has left no stone unturned. The actor is taking on the digital medium and has launched a channel on broadcasting website YouTube. On this channel one can watch exclusive behind the scene footage, uncut shots and promos. Also all events regarding Ra.One , such as red carpet events are being live-casted on this channel.

A number of movies are creating their own channels on Youtube these days, but Red Chillies, in order to make full use of this medium, have also released an interactive video where SRK can be seen explaining the superpowers that he uses in the movie. The promo is along the lines of the ‘Skadoosh' promo that Dreamworks created for Kung Fu Panda 2 on YouTube.

On this association with Red Chillies and Shah Rukh Khan, Rajan Anandan MD and Vice President Sales and Operations for Google India said, "We are very pleased to associate with Shah Rukh Khan to create a unique and customised destination for Ra.One on YouTube. In the last few years, Indian production houses have begun to embrace the YouTube platform to engage fans, distribute movies and leverage rich media ad formats to promote their movies online. Bollywood is now an integral part of the YouTube experience and we want to demonstrate how it can be used creatively to connect with the highly-engaged YouTube community in India and across the world."

Currently, YouTube reaches over 22 million unique users in India. Taking this fact into consideration, Ra.One has also launched a contest asking their fans to create their own promo for the movie and Bollywood's Badshah himself will shortlist the best ones, with the winning video used in the marketing of the film. Talking about the digital promotion for the film, Shalija Gupta Digital and Merchandising Head of Red Chillies said, "This initiative will break new ground in digital marketing for Bollywood films and the ‘Make Your Own Ra.One Promo' contest is a great example of how the channel will enhance fans' interactive experience with the movie."

Time and again Bollywood has used social media to promote movies. Now after Facebook and Twitter, Shah Rukh Khan wants to capture the platform of Google+ and will be one of the first Bollywood actors to join the site. A 40-page digital comic based on Ra.One will also be available to read on Google's social networking site. On this move SRK said, "For Ra.One I wanted to leverage the full potential of digital media and create an experience on YouTube and Google+ that has never been done for any Indian film. I am very excited about the project and am personally working with the Google team to create a destination that my fans can enjoy from anywhere in the world."

- Prerna Arora