According to Ekta, the idea “came up during a brainstorming session with our co-producers and senior members of the Balaji Motion Pictures”. “We often use research for pre-release marketing, so why not extend it to casting as well?” she says. Among several parameters, the on-screen pairs were rated on the excitement to watch them together, how they look and their appeal among the youth. “With this, you’re actually engaging your end-consumer in helping you to decide what they are going going to eventually pay for,” says Ekta, adding that it enables you to “make a more informed judgment, so the call is not based entirely on gut.”
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