MUMBAI: Abhishek Bachchan and Priyanka Chopra starrer Drona, which is due for release on 2 October, has commenced its marketing activities and is gradually unveiling the various facets of the movie.

he filmmakers are leaving no stones unturned for this project. What’s more, Abhishek Bachchan even flew down to Mumbai late last week in the midst of the Unforgettable Tour to chalk out the movie’s marketing plan.

Shedding light on the various marketing initiatives, producer Shrishti Behl Arya says, "We are trying a lot of innovations with the marketing of Drona. Apart from marketing through the conventional media, we are concentrating heavily on the online medium because we believe it to be a strong carrier. The Internet allows you to reach out to so many people in India and around the world."

An official Drona community was started on the social networking website Facebook.com, and is moderator by none other than Bachchan himself. "Two weeks ago Abhishek Bachchan posted some photographs of Drona on Facebook and gave interesting captions to each of them and immediately thereafter our membership increased from 200 to 1100 members," recalls Behl.

The promos of Drona are also being screened prior to every concert of The Unforgettable Tour. People are coming to the concerts holding posters, which read ‘The World Is Getting Dronafied’. This is the same message that Bachchan Jr. has posted on the facebook community.

The tie-ups with various brands are in the process of being finalized and will be announced later.

Drona will also have merchandising of various toys and weapons from the movie, online games and tie-ups with mobile service providers and mobile handsets companies, all of which will begin to roll out closer to the release date.

The movie is directed by Goldie Behl and is co-produced by Rose Audio Visuals and Eros Pictures.