‘Delhi Belly’ adult tag Aamir`s publicity gimmick: Mahesh Bhatt

Mumbai: Bollywood superstar Aamir Khan`s repeated warning that his latest production ‘Delhi Belly’ is not meant for children as it has abusive language is not a social concern but a tried and tested publicity gimmick, ace filmmaker Mahesh Bhatt says.

"I think it`s Aamir`s marketing gimmick. It`s a forbidden fruit syndrome and not social concern that making him saying this," Bhatt told reporters in an interview.

Directed by Ad-man Abhinay Deo, ‘Delhi Belly’ is a youth-centric bold film, which stars Imran Khan, Vir Das and Kunal Roy Kapoor.

Bhatt maintains that it`s an old technique to tempt people for the movie, which he used decades ago while promoting his film ‘Sadak’ in 1991.

"We tried this in `Sadak`. I remember I advertised it, as `A film that censor did not want to see- `Sadak`. You create this forbidden fruit syndrome and you tempt people more," said the 61-year-old, who worked with Aamir in ‘Dil Hai Ki Manta Nahin’ (1991) and ‘Hum Hain Rahi Pyar Ke’ (1993).

"It`s a very clever ploy and when a person like Aamir uses it, he eats the cake and has it too," he added.