Without publicity, it is impossible these days to pull huge crowds to theatres. For the same thing, many makers take different routes to create buzz and here is an 'old-route' taken for our flop-hero's new film.

The news of a raunchy affair between the lead-pair of an upcoming film, will keep people talking about the movie high. The principle is variedly used in the 70s and 80s Bollywood and it slowly contaminated South too. Now, the talk of an affair between Nitin and short-but-hot Nitya Menon is publicized intensely. While some say it is just a rumor and others say it is true, the news of ISHQ is spreading like wildfire.

Critics are labeling it as a pure promotion gimmick to derive huge openings. Even during the time of YE MAYA CHESAVEY, it is promoted that something is cooking between Naga Chaitanya and Samantha and nothing sort of that happened in real. This might not be a work of makers, excited fans also produce such juicy gossips, say reports.