Mumbai, May 10 (IANS): Over the top pre-release publicity has become the norm in filmdom, but contrary to this, the promotions of crime thriller "Aurangzeb" have been low-key so far. But director Atul Sabharwal says as the release date gets closer, the promotions will get intense.

"Aurangzeb", a film from Yash Raj Film's stable, is coming out May 17 but it has not created enough buzz despite featuring host of stars - from seasoned actors like Rishi Kapoor, Jackie Shroff and Amrita Singh to youngsters Prithviraj Sukumaran, Arjun Kapoor and Saasha Agah.

"We have no such intention to promote our film less. I feel the film is reaching up to the people whom it needs to reach. Moreover, the time has come when the promotions are done for three-four weeks," Sabharwal said here Thursday during a press conference of the film held at an under-construction site.

"It will get intense as we reach closer to the release date and that's all I can add to that," he added.

Rishi, Jackie, Prithviraj and Arjun, who play key roles in the film, were also present at the conference.

Set in Gurgaon, "Aurangzeb" puts land mafia and its functioning under scanner, but the title doesn't gel well with the them.

When asked about the same, Arjun said: "As everybody knows that Aurangzeb was a Mughal emperor and he went to a great extent, even destroyed his own family, to obtain power. This film is titled 'Aurangzeb' because human beings can push themselves to any extent to obtain power, to be at the top."

Explaining the tone of the film, he added: "What kind of limit would you push to destroy your own family, your own people and how far would you go for power and that's where it (Aurangzeb) comes into all our characters."

Arjun will be seen in a double role in the film.