Clear about how she wants her projects to shape up, Ekta Kapoor likes to have complete creative control over her offerings. Imtiaz Ali, who is collaborating with her on Laila Majnu, seems to be learning this the hard way. It has been heard that the two are at loggerheads over the promotional strategy of the film, which has been directed by Imtiaz's brother, Sajid Ali.

A source close to the project says, "Ekta and Imtiaz have been meeting frequently to brainstorm about the best possible way to promote the love saga. Their sensibilities are as different as chalk and cheese. Ekta feels they should opt for a marketing blitzkrieg while Imtiaz wants low-key promotions."