The man behind the unique marketing strategy is Ritesh Sidhwani, co-owner of Excel Entertainment.
The film's director Zoya Akhtar said: "It was Ritesh's idea. The idea was to keep the promotion in sync with the story of the film."
The film tells the story of how the lives of three men change when they go on a road trip.
The cast set off from Mehboob studio on July 7 and travelled through five cities - Surat, Baroda, Ahmedabad, Udaipur and Jaipur - arriving in Delhi on July 10, where they will host a concert in Gurgaon.
The three stars of the film, Hrithik Roshan, Abhay Deol and Farhan Akhtar, expressed their excitement about the trip.
"We are very charged up. It's very exciting," Farhan Akhtar told IANS. "We would get to see very good places. It's great company, so I am very excited."
"For the first time I am going for such a long road trip in India," said Dhoom star Roshan. "When we were shooting in Spain, then only we thought that we should do something like this in India. That's what happening now. It's exciting."
Actor Abhay Deol had taken a similar road trip in India while working on director Dev Benegal's film Road Movie.
When asked whether the road trip would be different this time around, he said: "In Road Movie I was driving a truck and here a Range Rover, so it would be a more luxurious trip I believe."
The film was shot in locations including Spain, Egypt and India.
Zindagi Na Milegi Dobara releases on July 15.
Watch the trailer for Zindagi Na Milegi Dobara below: