"We are more focused on the content and we are doing the same with this film. If you look at the marketing of this film I don't think we have gone over board with the marketing," the 40-year-old said here while promoting the film at Reliance Web World.
"We had a very controlled aggression on this film. I think we are depending more on content and we are very confident about it also," added John who has also co-produced the film.
John says he is using his media planning skills to plan the film's promotions.
"According to me besides the cost of production there is another cost which is cost of print and advertising cost. So 'X' plus 'Y' is equal to 'Z'. and we have to recover that 'Z'," John said.
"I was a media planner and I think effective media planning is very important. Our studio has given us a limited budget to promote the film and we are making sure that we try and promote the film within those budgets," he added.