MUMBAI: Shemaroo Home Video has released the classic film Mughal-E-Azam in colour.
 

 
In a bid to create awareness about the release Shemaroo is doing a unique marketing stunt. It is sending what it has dubbed a talking telegram to a few media outlets and also corporate offices.

The talking telegram comes in the form of a man dressed up as a royal messenger. He carries a 'farmaan' or a scroll which is then read out. The DVD is then presented to the person concerned. Regal splendour indeed!

 
 
Through the scroll the messenger among other things talks about the menace of piracy. He urges the listener to create awareness about the problem and through his/her publication to encourage readers to only buy the genuine product as the quality is far superior.

Shemaroo says that this marketing initiative is a way for marketers to cut through the advertising clutter. It has described the talking telegram as being a 'grab you by the eyeballs' medium. The talking telegram was the means by which messages were sent during the Mughal era.

 
 
The film has been digitally mastered from the original film. It has subtitles in five languages including English. The DVD also comes with a booklet that gives out trivia about the film. It also has interviews with film personalities.