Bollywood star Ajay Devgn may have appeared in "Kaun Banega Crorepati" to promote his forthcoming comedy "Golmaal 3", but he actually opposes the new marketing gimmick of using TV shows to market movies.

"I am always under the producer's pressure to do such things to promote films. If one is doing it, then another has to do it as well because it becomes a habit for the audience to watch such things," Ajay told IANS in an interview.

He joined Arshad Warsi, Kunal Khemu, Shreyas Talpade, Tusshar Kapoor and director Rohit Shetty on the quiz show hosted by megastar Amitabh Bachchan for Sony. The film is releasing Friday.

Special efforts are made to create space for movie stars in television programmes, says Ajay.

"Scenes are written to incorporate the stars of the respective film to promote it (through serials). It's not a good idea. I don't know where it will meet its end. But one can't stop it, will have to do it unanimously. I always do it indifferently," said the 41-year-old.

He had earlier appeared on "Taarak Mehta Ka Ooltah Chashma" and also featured in an episode of "Crime Patrol" to promote "Aakrosh", a film about honour killings.

The trend was started by Abhishek Bachchan when he appeared on the hit series "Balika Vadhu" to promote his 2008 release "Drona". In recent times, Akshay Kumar joined the cast of "Sasural Genda Phool" for the marketing of "Khatta Meetha"; Salman Khan appeared on Colors' soap "Laagi Tujhse Lagan" for his recent mega hit "Dabangg"; and Neetu and Rishi Kapoor featured on SAB TV's comedy show "Tarak Mehta Ka Ulta Chashma" to introduce their film "Do Dooni Chaar".

Promotion strategy notwithstanding, Ajay says "Golmaal 3" is a fulsome Diwali treat to the audience and what sets it apart from the last two instalments of the brainless comedies is that this time they have a story to tell.

"The only intention of making sequels of 'Golmaal' is to entertain people, not to find logic. We planned to release it during Diwali because that's the festive season and people want to enjoy a movie with family. That's why we try keeping 'Golmaal' clean.

"There is a very interesting story this time. It's complicated in the sense that there are two groups and how they fight and get together. There is a nice emotional angle to it. With laughs throughout the movie, somewhere it touches your heart and again resumes to be a full-fledged comedy," said Ajay.

Talking about his character, he said: "My character is little crazy and mad. He has got a bad temper, which makes the character completely different from the first two. That's why the character is given a very edgy look."

The actor says in real he is not at all like the character in the movie. "I am not a mad person. That character is too short tempered."

The ensemble cast also includes actor Kareena Kapoor. "In this film we needed more characters. Kunal has done a good job in the film," said Ajay.

The national award winning actor, who featured in three different movies this year - comedy "Atithi Tum Kab Jaoge?", political thriller "Raajneeti" and underworld saga "Once Upon A Time In Mumbaai" - has always garnered rave reviews for his varied performances.

"I feel I am very lucky because firstly I got to work in different genres with good directors at the right time. Secondly, I am very happy that people have liked those films. So, I can do different genres and I think acting keeps getting better with experience," he said.