▁with ▁their ▁respective ▁pre qu els , ▁but ▁somehow ▁fell ▁in ▁the ▁same ▁genre ▁following ▁a ▁similar ▁story . ▁The ▁tra iler ▁was ▁released ▁on ▁ 2 8 ▁September ▁ 2 0 1 2 . ▁The ▁film ▁released ▁on ▁ 2 ▁November ▁ 2 0 1 2 ▁to ▁mixed ▁reception ▁and ▁f ared ▁better ▁at ▁the ▁opening ▁Box ▁Office ▁week end ▁( 1 2 2 . 7   mill ion ▁Net .) ▁as ▁compared ▁to ▁any ▁other ▁releases ▁that ▁week ▁except ▁Sky fall ▁( 2 7 0   mill ion ▁Net .). ▁ ▁U ▁D ines h ▁K umar , ▁Professor ▁at ▁II M ▁Bang al ore ▁and ▁his ▁team ▁worked ▁with ▁Am i ▁Shah ▁of ▁Int elli Ass ist , ▁the ▁company ▁that ▁carried ▁out ▁the ▁social ▁media ▁market ing ▁for ▁the ▁film , ▁and ▁ass essed ▁Internet ▁activities ▁and ▁campaign s ▁with ▁the ▁case ▁study ▁later ▁published ▁by ▁Harvard ▁Business ▁Publishing . ▁ ▁Plot ▁In ▁ 1 9 2 0 , ▁Ja ide v ▁Ver ma ▁( A ft ab ▁Sh iv das ani ) ▁is ▁a ▁famous ▁poet ▁who ▁lives ▁the ▁life ▁of ▁a ▁lon er ▁as ▁he ▁is ▁unable ▁to ▁meet ▁the ▁love ▁of ▁his ▁life , ▁Sm r uti ▁( T ia ▁B aj p ai ). ▁They ▁got ▁to ▁know ▁each ▁other ▁through ▁an ▁exchange ▁of ▁letters ▁and ▁slowly ▁fall ▁in ▁love . ▁One ▁day , ▁Ja ide v ▁receives ▁a ▁letter ▁inform ing ▁him ▁that ▁Sm r uti ▁had ▁an ▁accident ▁and ▁died . ▁Now ▁his