In a novel initiative, "Aligarh" actors Manoj Bajpayee and Rajkummar Rao along with director Hansal Mehta held posters of their film on the streets here and stood at the street dividers amidst fast moving vehicles.
Manoj, who has essayed the role of a gay professor in the film, said they didn't want to litter the city with posters.
A still from 'Aligarh'
"This is Hansal Mehta's idea, we don't want to dirty our city with these posters, and we have been promoting with our own efforts till now, and this is one method to promote the film among the people," Manoj said.
Rajkummar, who plays a journalist in the film, says it is their "social responsibility towards our own city".
"We complain about filth everywhere but dirty it by sticking the posters of all kinds of films on the walls. So we promote the film by standing on our own with the poster," he said.
Mehta said that the practice of sticking posters on walls should "definitely end".
"People should go to watch the films on the basis of the trailer that is available on the internet. Put less load on the marketing budget of the film."
"Watch, love the film and take it to silver jubilee like earlier times. In Delhi you wouldn't see hoarding signs, it's in Mumbai that you see hoarding signs of films everywhere. And that does not mean that the film is very good, it just means someone spent a lot of money," he added.
"Aligarh" will release on Friday.