'Idiot' Aamir game for Indian handlooms

MUMBAI: While promoting Three Idiots is the primary objective of Aamir Khan's disappearing act, he is using his "alternate reality game" to resurrect India's handloom industry.

As a part of this, Mr Khan spent a night in Pranpur village in Madhya Pradesh's Chanderi district, which is famous for its handloom weavers. Mr Khan was accompanied by his co-star in the film, Kareena Kapoor to a weaver's home.

"I want to create awareness among the youth to make handloom a more integral part of their wardrobe. It is like wearing Italian shoes because they are handmade. The same goes for handloom," Mr Khan told ET.

Mr Khan and Ms Kapoor have pledged to wear more handloom as a part of their personal wardrobe.