There is something peculiar happening around the strategy of YRF for promoting the music of 'Dhoom'.
From the very first promo that has been unleashed for the film, the emphasis has been on action and thrills with just the theme music of 'Dhoom' playing in the background. Secondly, when the album hit the stands, there was not even a single song that was on air to bring the music into the limelight.
It's a different matter though the music got picked up from the stands by itself due to the power of YRF banner, Pritam's hit run throughout the year, a powerful starcast and the buzz which the action promos have managed to generate.
Now with less than a month to go before the film arrives on the screens, there is not even a single song on air yet. Instead, a new approach for bringing the film to the audience has been formulated by a "medley promo" created where video snippets from 5 songs from the film are shown with Hrithik Roshan, Abhishek Bachchan, Aishwarya Rai, Bipasha Basu and Uday Chopra introducing each of them. Each of them stares at you right from the screen and tells you about the fun and might of 'Dhoom'!
An interesting bit is that each of the snippets is again purely in a visual format with just the tune of the song playing in the background rather than the song itself.
Nevertheless, one doesn't really mind that since presence of Aishwarya and Bipasha in the promo are good enough reasons to revisit the promo multiple number of times and hence gear up for the mega release of the film on November 24th!
