In
a
fresh
twist
to
film-marketing,
the
makers
of
Phillauri
will
have
actress
Anushka
Sharma
calling
fans
every
week
to
engage
with
them
on
the
movie
in
which
she
plays
a
friendly
spirit.
This
activity
will
have
the
concept
of
invisibility
taking
centre-stage.
"A
celebrity
going
invisible
during
a
film's
promotion
is
a
first
and
we
would
like
to
continue
creating
ground-breaking
ideas
that
transcend
conventional
norms
of
engagement," Shikha
Kapur,
Chief
Marketing
Officer,
Fox
Star
Studios,
said
in
a
statement.
Anushka
To
Interact
With
Fans
Via
WhatsApp
Since
Anushka
is
playing
a
friendly
neighbourhood
spirit
in
the
movie,
to
take
this
thought
forward,
she
has
got
a
personal
phone
number
registered
in
the
name
of
Shashi
-
the
character
from
the
film
that
she
is
playing.
She
will
be
available
to
interact
with
fans
through
WhatsApp's
Video
Calling
feature.
Note
Down
The
Number
The
number
is
9867473178.
The
fans
will
need
to
add
Shashi
on
their
Whatsapp
contact
and
they
will
have
direct
access
to
her.
Anushka
Will
Constantly
Use
The
Number
The
number
will
be
constantly
used
by
her
through
the
campaign
of
'Phillauri'
to
engage
with
her
fans
who
will
get
exclusive
access
to
film's
promotional
content
too,
the
statement
read.
Kapur
Talks
About
The
WhatsApp
Idea
Explaining
the
innovation
further,
Kapur
said,
"The
unique
storyline
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
target
audience.
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," added
Kapur.
Phillauri
has
been
produced
by
Fox
Star
Studios
and
Clean
Slate
Films
and
has
been
directed
by
Anshai
Lal.
It
is
releasing
on
March
24.