Seema Sinha (BOMBAY TIMES; February 27, 2014)

The producers of Shaadi Ke Side/Effects have come up with an innovative tactic to promote the film. They have made a couple of spoofy videos on the movie, which revolve around the comic events the lead characters — played by Farhan Akhtar and Vidya Balan — experience post-marriage.

The first video shows a yet-to-be-married couple enjoying a few cosy moments while watching the song Ooh La La from The Dirty Picture. But post-marriage, the couple is found in the company of family members, neighbours and even drivers, all glued to the television, watching Kyunki Saas Bhi Kabhi Bahu Thi.

The second video shows how a guy, totally committed to his girlfriend, changes once she becomes his wife. In the confusion that follows, everyone — his friends, office boys, courier delivery boys, monks and even a lookalike of the Prime Minister of India — gets involved.

 Alpana Mishra, CEO, Balaji Motion Pictures, says, “When the video filmmakers showed us what they had made, we gave them the go ahead. We also agreed to promote them on our official online channel.”

 Shaadi Ke Side/Effects releases February 28.