We have seen many innovative ways of promoting films in the past. Aamir Khan became a barber for Ghazini, he traveled across the country in disguise for PK, Vidya Balan promoted Kahaani as a pregnant woman and now Anushka Sharma who plays a friendly ghost, Shashi in her production Phillauri will be invisible while reaching out to her fans.
Anushka will be calling fans every week to engage with them on Phillauri as Shashi, through a special Whatsapp number, 9867473178, a marketing trick never ever practised before in Bollywood. She will be interacting with her fans through WhatsApp’s Video Calling feature. Add Shashi on your Whatsapp Contact and she is accessible to you. The number will be constantly used by Anushka during the film’s promotion.
Shikha Kapur, Chief Marketing Officer, Fox Star Studios, which is co-producing the film says, “The unique story line of Phillauri where the lead-actor plays a friendly spirit who cannot be seen by people, gives us the opportunity to create a campaign that is imaginative and differentiated with “invisibility” taking centre stage as the unique proposition. For Phillauri, we have created ideas that are experiential in nature and invoke participation from the TG. What’s up with Shashi is one such idea on Whatsapp where we tap into the reach of the chatting platform in the country (160 million monthly users) and encourage engagement with Shashi in a “never been done before” manner. A celebrity going invisible during a film’s promotion is a first and we would like to continue creating groundbreaking ideas that transcend conventional norms of engagement.” Phillauri will release on March 24.