MUMBAI: In this very digital day-and-age, how can Bollywood be left far behind? With most aspects of a film (right from production to exhibition) having gone digital, it is no surprise that film promotion too takes the digital route. In particular, digital posters seem to be the latest fad to hit Bollywood, and how!

After Hrithik Roshan unveiled the first look of ‘Krrish 3’ digitally, the makers of action-thriller ‘D-Day’ have adopted the same strategy.

The first look digital poster of Nikhil Advani’s upcoming film ‘D-Day’, which is allegedly based on the life of dreaded gangster Dawood Ibrahim, has taken Bollywood by storm. The poster opens with an ominous backdrop of blood pouring down a visual of Rishi Kapoor, who essays the role of the don in the film.

“Duniya mujhe terrorist samajhti hai. Janaab, main toh business karta hoon.” The all-familiar refrain from the trailer, in Rishi Kapoor’s baritone is heard as the visuals pick up, to reveal Kapoor’s mug superimposed on the line: “It’s time to bring him back”. A river of dark red blood seems to pour down the text, to set the tone and to reinforce the message that “We’ve bled enough”.

The poster ends with Kapoor intoning “Trigger kheench, maamla mat kheench.”

‘D-Day’, directed by Nikhil Advani and produced by Dar Motion Pictures, releases on 19 July, 2013. The film also stars Arjun Rampal, Irrfan, Huma Qureshi and Shruti Haasan.