"The popular notion that only Shah Rukh and sex sells in Bollywood is wrong," proclaims Arindam Chaudhuri, dean, Centre for Economic Research, IIPM, and founder of management consulting firm, Planman Consulting, which has recently forayed into filmmaking. "I would like to change that with my new movie."

For its second Hindi feature film (the first being Sanjbatir Roopkathara in Bangla), Planman Life - the film, television and media consulting arm of Planman Consulting - has come up with a formula "that will redefine the way movies are made in India". The film, Rok Sako To Rok Lo (RSTRL), will be released nationwide on December 10. "We have set new benchmarks - conducted exhaustive research to zoom in on the right script and done focus groups to ascertain the style and look of our film�s characters," Chaudhuri says. ... more