Okay, now they are just spoiling us, with a new trailer every day:

It is an interesting publicity strategy, especially in comparison with Bajirao Mastani which released a teaser months ago, but then nothing new for months after that.  Instead, Dilwale is releasing everything at the last minute very close together.

I guess it makes sense, because just the fact of a new SRKajol film is enough to get people pumped and excited, any trailers or songs is just frosting on the cake, something to entice you to buy tickets for the opening weekend.  But Bajirao had minimal name recognition going in and had to sort of train people to care about it at all, and therefore needed that spectacular teaser to get people talking for the past 5 months.