Being Human: Salman Khan’s guerrilla marketing man

Film promotions in Bollywood today are at their aggressive best with actors going all out to push their films with all kinds of creative marketing strategies. The most memorable one was when Aamir Khan unveiled his Ghajini look to the world around Shah Rukh Khan’s release, Rab Ne Bana Di Jodi, in 2008. He even turned into barber scissorhands giving the scalped Ghajini look to his fans. [caption id=“attachment_56698” align=“alignleft” width=“380” caption="" No one has asked me to do this. I feel happy doing this for bhai." Raju Shelar/Firstpost"]  [/caption] Aamir and SRK have raised the bar where innovative marketing promotions are concerned. But Salman Khan, who is reigning supreme post Dabangg in 2010, has always let his films do the talking and has been nonchalant about the hard sell. He doesn’t need to, given his fans do it all for him; the latest is auto rickshaw driver, Ram Pal, who lives in Bandra and has been promoting Salman’s next, Bodyguard, on his auto for almost a year now. A couple of years ago, Ram Pal had lost all hope to cure his 10-year-old-daughter Meenu’s inability speak and hear, given his financial state. Having lived in Bandra for roughly 18 years, after migrating from Uttar Pradesh, Pal had heard of Salman Khan’s philanthropic spirit and largesse towards those in need. He took a shot and went to meet Salim and Salma Khan at their Galaxy residence in Bandra. “I went to meet Salman bhai’s parents after losing all hope of ever hearing my daughter speak or hear in my life. They spoke to Salman bhai and he helped me get my daughter’s operation done at the Cumballa Hill Hospital with the right doctors. Meenu had not spoken a word since she was born and after 10 years, she could speak and hear, thanks to the wonderful doctors and Salman bhai’s help. She will turn 13 on 29 August this year; the last three years have been very good for my wife Rekha and me, to hear Meenu speak and hear like other normal kids. She goes to a normal school too,” says the 40-year-old Ram Pal. [fpgallery id=133] Ram Pal does not know how much Salman spent on the operation till date. Ever since, he has vowed to promote all of Salman’s films via his auto, starting with Bodyguard. “I was always a fan of Salman bhai, but now after he gave my daughter the gift of speech, I am a bigger fan. I made cuttings and small posters of Bodyguard and pasted them on my auto. People read and enjoy it. I have met him at RK Studio and gave him my duas for his kindness. I will make posters of all of his films, for the rest of my life. I don’t know which other films he is doing after Bodyguard. No one has asked me to do this. I feel happy doing this for bhai. I want to wish him on Eid and I hope his film does well." Salman’s next film is with Yash Raj, called Ek Tha Tiger with Katrina Kaif. Will he make a poster for that too? “No, I will only make posters of the films he is producing and acting in — his home productions,” says Ram Pal. Being Human is what Salman’s charitable organisation is called and like Ram Pal, there are many who are indebted to the actor for his kindness. But this is the first time someone who has been helped by him has tried to return the favour. Don’t be surprised if Salman borrows Ram Pal’s rickshaw to cruise at night, like he has in the past.