Movie makers formulate different strategies to market the films. From Ranveer Singh wearing bizarre outfits to Tiger Shroff showing off his hot bod, to no promotions at all, we've seen a range of things. 

'Kalank' has come out with a super-unique marketing strategy which comprises of having the on-screen couples wear the same colour. Initially, it seemed like it was a one-off promo event coordination but turns out this going to stay here for a while. 

'Kalank' is a period film, set in pre-independent India. An elite family's internal conflict sets in motion a bigger communal struggle. So obviously, according to the theme of the movie, the characters are always spotted in fancy ethnic clothes.

Varun Dhawan and Alia Bhatt look for Kalank's song premiere, 'First Class':

© Viral Bhayani

This might be a coincidence or it's a planned move.

If you look at the history of targeting events, you realise it's definitely a planned move. 

Twinning in the same solid shade and yet at the same time keeping everything else different, makes you look together and yet your individual personalities are fleshed out well. 

© Viral Bhayani

Especially for a shaadi, where you want to look like you belong together and yet not wear anything extreme, matching the base colour is a great option. Take a look at the rest of the Kalank cast:

Madhuri Dixit and Sanjay Dutt

© Viral Bhayani

and Sonakshi Sinha and Aditya Roy Kapur

© Viral Bhayani

This planned discoordination is the sneaky PDA that everyone will admire this year.