It is raining Delhi-6 all over India! With the movie releasing tomorrow, UTV is on an intense marathon marketing campaign. Its agenda includes a 'Delhi-6 Caravan', a 'Delhi-6 Mela' and finally, a 24-hour non-stop campaign by the cast in six different cities. Wow! Delhi-6 is really taking its marketing seriously! Is this marketing or carpet bombing?

UTV's innovative marketing has created several breakthroughs in Bollywood history. We witnessed it in the Dev D campaign; the 'Lustline' and the condom-packs in invites were unheard of in India. With Delhi-6, UTV is not attempting anything as outrageous as Dev D, but rather a softer and warmer approach. Hence, the caravan and the mela.

'Delhi-6 Caravan' is an interactive float to take the Delhi-6 experience to the people. The caravan was flagged off in Mumbai on February 13th by the cast and crew. It is expected to reach Delhi this evening just before the premiere to cheer the invitees.

'Delhi-6 Mela' is a mela to be held at the venue of the premiere. The mela will have all the ingredients of a typical Indian mela, evoking feelings of brotherhood and festivity.

However, the final shot is on the first day of release! For the first time in the history of cinema, the star cast of Delhi-6 will travel across six different cities within a time period of 24 hours to promote it.

"After our collaboration on Rang De Basanti, a movie that became a movement, Rakeysh and UTV are getting together after 3 years, with our latest offering Delhi-6. There are huge expectations from the film for obvious reasons, and we are confident that the film will live up to them. We have worked hard to ensure that our marketing and distribution efforts help Delhi-6 to reach out to the widest array of fans in India and overseas," says a busy Siddharth Roy Kapur, CEO of UTV Motion Pictures.

The movie is slated to release tomorrow (February 20th) in about 1200 screens in India and 220 screens overseas.

With such a vibrant, marathon campaign, we are sure Delhi-6 will have a grand opening at the box office tomorrow. B.O. pundits have already predicted a whopping weekend collection for the movie. Hope Delhi-6's Masakali flies high above at the box office. Good luck, Mehra and team!

Check out:

Delhi-6: Preview

Delhi-6: Music Review

UTV rides on the success of Delhi-6

Delhi-6: Abhishek's dream team

Delhi-6 and Sonam's nicknames

Delhi-6: Divya turns abusive

Delhi-6 deals with Hindu-Muslim problems