After all, had it coincided with the release, it would have wasted the resources used in marketing and promotion of the movie. Coming after the days that could be attributed to the 'influence of marketers', the well crafted, coordinated and increasingly synchronized move is a brilliant exercise in exercising the Public Relations tools.
After the first wave lost its appeal, fully exhausting its capacity levels, the second wave, that was voluntary in nature and had no official access and took time to research and study the finer elements of the PK content to be used as the central themes of their campaigns, had found the opportunity to chip in and they did it with full commitment, and too, without informing the production house and commercial stakeholders of the movie. Such exemplary selflessness is rare and is to be given due notice as has been happening.
And it also came with perfect timing. The 'tomorrow' could not have been better than the 'today' to say thanks as it was a frustrating day for the volunteers with Dhoni's resignation stealing the show and the airwaves even if they worked harder and launched the campaign in many other cities.
The words of recognition, appreciation and gratitude by the Team PK will certainly lift their mood and morale up from today's frustration and would recharge them for a more action-packed tomorrow.