Just stumbled upon what appears to be the promotional website of the UTV film (Jhootha Hi Sahi)- JohnAbraham.com...I quite like the simplicity and the peek into a celeb's life content. In one video John talks about his Tulsi chai(he drinks some 40 cups every day!!)
There is a very simple idea of 'pairing with John' where you can upload your picture and be paired with John:-)
I guess where many brands struggle to understand the conversational nature and playful content of social media, this JA site gets it right...Am bookmarking it for reference...