Mumbai, April 23 (IANS): Robust and innovative promotional activities have become an integral part of film marketing, but megastar Amitabh Bachchan, whose forthcoming film is “Piku”, says content drives the film toward success instead of publicity.

“In a spate of excessive content on 'PIKU' being put out from the morning, there is a moment when it comes to a halt...promotions can only do what promotions are meant to... eventually it's the film that counts,” Big B posted on his official blog srbachchan.tumblr.com.

The 72-year-old, who plays actress Deepika Padukone's father in the film, also pointed out the changing meaning of success in terms of box office business.

“My own involvement with such, is at times an act that needs to be curbed. But when the norm of the day is in its acceptance, then one has to go by majority. Box Office connotations have taken a different stance, a different reference, a different understanding...those that are them that follow the tide, are the ones who succeed in the execution of the format.

“But those that do not get alienated, suffer sufficient humiliation...," he added.

Directed by Shoojit Sircar and written by Juhi Chaturvedi, "Piku" also features Irrfan Khan in the lead and is slated for a May 8 release.