Om Shanti Om and Saawariya are grabbing eyeballs everywhere. You cannot escape the publicity blitz launched by both these movies. It's there on television, no matter which channel you may be watching. It's there in the papers everyday. And if that's not enough, you have huge hoardings staring down at you at traffic signals. But all this publicity definitely comes at a high price.

Both films, which are set to be released on Diwali, are leaving no stone unturned to garner as much publicity as they can. Both films are going all out to woo audiences and are spending big bucks for it as well. In fact publicity budgets for Om Shanti Om and Saawariya seem to have hit the roof. Sony Pictures is spending big to promote their first venture in India, and that too when it has a film with two youngsters. Om Shanti on the other hand is also pumping in money to keep up with the American studio, According to industry sources, both parties would have spent around four to five crores on their respective publicity campaigns. Most A grade films spend around a crore to publicise their film but this year's two Diwali releases have more than doubled the budget. This may as well set the trend for the future, feel industrywallahs. Right from road shows to tie-ups with Sony Ericsson, Neo Sports and Pantaloons for Saawariya, to fashion shows sporting the Om Shanti look and the umpteen appearances on prime time TV, both films are going all out to ensure that come Diwali, people will flock to the theatres.