<span class=normal> The Rajkumar Hirani School of marketing<BR><BR><br><p class=clear>&nbsp;</p>Same holds good for 3 Idiots where one of the obvious marketing tools could have been - Ok, so now kick start our crusade against the education system in India. This very statement could have gained quite some mileage for the actors because it would have meant an entry into the elite world of cinema where enlightenment was the key word. However, the makers of 3 Idiots obviously had different plans. It was entertainment that held the centre stage and enlightenment just followed. This was indeed the case to be as well and even though one can well believe that the message did come out eventually, it was due to the audiences conversation amongst themselves instead of reading some quotable quotes that were driven by the PR folks of the film/actors. <BR><BR><br><p class=clear>&nbsp;</p>In this aspect, Rajkumar Hirani certainly understands how to make an issue based film and still not make a big deal about it. He did that in Munnabhai MBBS where he did challenge the way medical world operates. Or for that matter Lage Raho Munnabhai where he brought to fore the ideologies of Mahatma Gandhi. However, imagine the fate of the two films had he commented that In Munnabhai MBBS, I wish to talk about how a common man is impacted by the medico ethics or In Lage Raho Munnabhai, I will have Mahatma Gandhi come to earth again and educate us on how his ideologies can still be practiced in the modern world. <BR><BR><br><p class=clear>&nbsp;</p>This is what happened in case of Ashutosh Gowarikers Swades which despite its brilliance and career best performance (before Chak De India happened) by Shah Rukh Khan, didnt get an opening weekend audience since not many were interested to know about the escapades of a NASA returned Engineer to a remote village in India. Audience werent kicked enough to really see what was in store and that was a pity because the film came straight after Lagaan. The fact that the film finds itself amongst the top of the list of must watch flicks for many a viewer is the testimony of the fact that the making of the film hadnt gone wrong. What had gone wrong was the marketing and promotion that pitched Swades as a film which was about the issue of youth who leave India for big bucks.</span>