It was filmmaker Aditya Chopra, who came up with the tagline "Har family, family nahi hoti" for the upcoming film "Titli", jointly produced by his home banner Yash Raj Films (YRF) and Dibakar Banerjee Productions.
"Titli", releasing in India on October 30, is the directorial debut of Kanu Behl.
Banerjee shared in a statement: "We were all struggling to find a befitting tagline for the poster. But nothing good was coming out. I was feeling a bit stuck when Adi (Aditya) very casually came up with this line and I realised that he just gave me the tagline. It came out very naturally from him."
Given that Aditya has gone behind the camera for films like "Dilwale Dulhania Le Jayenge", "Dil To Pagal Hai" and "Rab Ne Bana Di Jodi", which have had love, relationships and family as strong elements in the story, it didn't come as a surprise to Banerjee when the former came up with a tagline in no time.
"This came from a man who has a deep, gut level understanding of the Indian audience. Moreover, I felt that this tagline translated in any language anywhere in the world would be as kicka**.
"Any person who has a family and has understood the pain and the pleasure of the complex dynamics of a family will get this," added Banerjee, who is himself an acclaimed filmmaker.
"Titli" is a tale of a dysfunctional family and a young boy's struggle to escape his oppressive family.
The film's poster, launched on Tuesday, was shot at the YRF studio some time ago.
Kanu's father Lalit Behl, who plays dad to the character of Titli's father and Shivani Raghuvanshi, who essays Titli's wife, Neelu, were flown in for a day for the shoot. The movie stars newcomers, Shashank Arora and Shivani, apart from Ranvir Shorey and Amit Sial.