The Padmavati publicity machine is on an overdrive and for a reason. Monday dawned with the news that Padmavati, probably the most controversial and most awaited film of 2017, will debut its trailer today. But with the news was a reason for confusion too — the trailer will come out at 13:03 on Monday. Now, why that precise time?

From Deepika Padukone, the film’s eponymous Padmavati, to Shahid Kapoor and Ranveer Singh — the film’s lead stars tweeted, “#PadmavatiTrailer arrives today at 13:03. Stay tuned! @FilmPadmavati.” The answer of 13:03 or 1303 lies in history.