I don’t view marketing as something separate from storytelling: Aamir Khan

In a media ecosystem increasingly driven by algorithms, attention spans and influencer endorsements, noted actor and filmmaker, Aamir Khan, brings the conversation back to something far more elemental: emotion.

Khan—who is known as “Mr Perfectionist” as well–doesn’t reach for jargon or box office clichés when asked about the role of marketing in the film’s success. Instead, he leans into what he knows best—storytelling.

“I don’t view marketing as something separate from storytelling. For me, it’s part of the same process. If you're telling a story, it’s unlikely you’d want to share it in an empty room. Why? Because storytelling is inherently meant for an audience. It's about communication, connection, and emotion,” he told exchange4media during an extensive interview published today.

That philosophy—rooted in empathy and audience awareness—has guided one of Indian cinema’s most meticulously thought-out minds across decades of filmmaking and marketing. And in an era where films are increasingly built around viral campaigns, reels, and influencer tie-ups, Khan’s view offers a refreshingly grounded counterpoint.

"It Starts Like This—‘Hey Guys, Listen!’"

Letting his signature analogy do the talking, Khan adds:

“Suppose you're at a party—there’s music, people chatting, food being served—and something incredible just happened to you. Maybe you got an unexpected phone call, or something exciting just came to light, and you're dying to share it with everyone.

Now, you’re not just going to start blurting it out, right? First, you’ll try to get everyone’s attention. You’ll say, ‘Hey guys, listen! You won't believe what just happened.’ You might even lower the music, gather people around. That act—of grabbing attention so you can tell your story—that’s marketing.”

It’s this very perspective that shapes how Khan has approached film marketing throughout his career.

“For me, marketing is not an add-on. It’s embedded in the storytelling itself. You have something you’re excited to share with the world, and you want to make sure people hear you. That effort to ensure people are listening, that’s marketing.”

“And because of this belief, I approach marketing very creatively. It’s an extension of the creative vision of the film. It can’t be formulaic. Each story demands its own way of being told—and of being introduced to the audience.”

“The Less You Reveal, the More Curious Audience Becomes”

For him, the goal of marketing is not just about visibility or viral numbers. It’s the emotional hook. It’s the moment someone leans in.

Citing ‘Dhoom 3’ as an example, he explains: “Take the ‘Dhoom’ franchise, for example. It was a huge brand, and yet we gave away very little in the promotions. Why? Because sometimes, the less you reveal, the more curious the audience becomes. If I walk into a room with my hands behind my back, your mind immediately starts wondering—what is he hiding? That curiosity becomes your hook.”

“When we marketed that film, we didn’t release the full songs. We only put out 30 seconds of each track. Just 30 seconds! Which meant that if you wanted to hear the full song, you had to come to the theatre. You couldn’t watch the whole thing on YouTube. That was a conscious strategy, and it came from the material itself.”

One Size Doesn’t Fit All

Khan believes every film is its own universe, and its marketing needs to be equally bespoke.

“You see, the nature of your story often tells you how to market it. That’s why I believe every film has to be marketed differently. You can't apply a one-size-fits-all formula. Marketing is not just about reach or buzz—it’s about understanding the soul of your film and then finding the most compelling way to invite the audience in.”

He does acknowledge how dramatically the ecosystem has shifted with social media and influencer marketing now occupying centre stage—but insists the core principle remains unchanged.

“Social media and influencer marketing, of course, have changed the landscape. They're powerful tools, no doubt. But even there, the essence remains the same—how do you emotionally connect with your audience? Whether it's a tweet, a reel, or a teaser, it should intrigue people, move them, or make them curious. That’s where I feel the real art of marketing lies.”