Suburban Mumbaiites, look sharp the next time you hail an autorickshaw. You just might get lucky and find the driver telling you “No charge” when Zoya and Farhan Akhtar with Ritesh Sidhwani in one of their ‘Auto by Chance’ three-wheelers you reach your destination.

That’s because producers Ritesh Sidhwani and Farhan Akhtar have introduced 10 what they call ‘Auto by Chance’ three-wheelers in the suburbs that will run from today till Friday, January 30, to promote their film Luck By Chance that is releasing that day.

The autos are easy to spot, naturally, and will give anybody who is lucky to flag them down a free ride to wherever they want in suburban Mumbai. They will generate as much interest as the film on Bollywood already has among trade circles and cinegoers, because it’s about ‘luck by chance’... a colloquial Mumbai expression for unexpected fortune.

Zoya Akhtar, who has written and directed this film that is presented by Big Pictures and Excel Entertainment, simply summed up the promotional campaign on wheels by saying, “It’ll be great fun!” Indeed, it will, and especially because this promotion is being run over five days in parts of the city where Mumbaiites depend on autos mainly for their transport.

Said Ritesh, “Most Mumbaiites use autos. My four-year-old son prefers autos to cars. When we go out, he insists on hiring an auto and my car has to follow!” The promotion is being run in conjunction with a radio station. One passenger will be interviewed live by an RJ and go on air with his experience of getting lucky and enjoying a free ride. “Isn’t that cool,” asked Ritesh.