As Shah Rukh Khan’s Chennai Express rolls in this week, select cinema halls in the country will have audiences getting a taste of some delicious snacks from different Indian states.
If you are wondering how, we can let you in on a little secret. The exhibitor chain Rathi Group of Cinemas has tied up with the 60-year-old Kolkata-based company Mukharochak Foods to offer popular snack dishes like jhaal muri from Kolkata, kabuli chana chaat from Delhi and bhel from Mumbai at some of their theaters in their cinema hall chain.
Starting with Rohit Shetty’s Chennai Express starring SRK and Deepika Padukone with a special song dedicated to none other than Rajnikanth, the mouth-watering experience will extend to Milan Luthria’s Once Upon A Time in Mumbai Dobaara! (OUATIMD) starring Akshay Kumar, Imran Khan and Sonakshi Sinha; closely followed by Prakash Jha’s Satyagraha starring Amitabh Bachchan with Ajay Devgn and Kareena Kapoor.
OUATIMD producer Ekta Kapoor is kicked about the idea! “It’s a novel initiative in elevating the viewer’s movie-watching experience,” she quips.
Akshaye Rathi, the brain behind the association with the Kolkata-based company, sums it up saying, “Indians are passionate about films and food, so it can’t get better than offering the best of both worlds”. Indeed, with path-breaking marketing concepts such as these, Bollywood sure is on a fun romp.