Speaking to indiantelevision.com, Bright Advertising general manager Manish Jain says, "Our company has been a pioneer in the outdoor space for almost 15 years now and we thought that if we can justify the promotions that we do for other movies, then we can also get into the movie business, since we know how the industry works."

Talking about Lakhani's passion for movies, Jain says, "He started this business at the grass root levels and was initially a small vendor for hoardings. Now he is a pioneer and has more than 700 sites. The saying 'Where there is a will, there's a way' stands true for him and his unmatched achievements."

While it goes without saying that outdoor constitutes a major chunk of advertising for Smile Please; electronic and print media, bus-backs, bus-shelters, kiosks have also been used to promote the movie in a big way.