MUMBAI: For the promotion of 3 Idiots, Aamir exploited all avenues of the media. And now that Shah Rukh Khan is gearing up for the release of his first film of the year, My Name is Khan, one can expect the TV stations and magazines to be flooded with interviews of the King Khan.

But unlike Aamir, SRK’s route is quite different. A spokesperson of the Chevrolet Apsara Awards announced, “SRK will be performing on stage for these awards. After a hiatus of 2 years, ever since he hurt his shoulder and was subsequently operated upon, Shah Rukh will perform in front of his fraternity members.” So the first step of promotion will be via an award ceremony.

Secondly, SRK will be on the cover of Filmfare magazine for the February issue. The actor shot for the cover of the magazine in Mumbai’s Mehboob Studios a couple of days back and used the opportunity to mingle with some select publications. And lastly, the marketing guru as SRK is known for, his 10 part documentary will be telecast on Discovery Channel from 14 February, incidentally the day, his film, My Name is Khan hits the marquee.

The documentary looks upon the key aspects of SRK and has episodes on the Brand SRK, SRK the NRI, SRK in London, SRK the IPL owner and SRK plus 5 to name a few. Directed by close friend and director Samar Khan, the last episode Samar elaborates, “These are the five most important people in SRK’s life after his family, which includes his manager, his spot dada, his makeup man, his security guard and his man Friday at home. These five people are pivotal in the life of SRK and help him in every step of the way. The entire series depicts various slices of his life and we have been shooting this documentary for the better part of a year now.”

All these tidbits form the marketing strategy of promoting Khan’s latest offering… and with more than a month away from release, one can only expect the campaign to gain momentum.