In
a
unique
promotional
campaign,
the
makers
of
Phir
Hera
Pheri
have
tied
up
with
the
sports
channel
ESPN
to
endorse
the
upcoming
FIFA
world
cup.
The
concept
is
somewhat
like
a
promotional
music
video.
But
this
one
is
more
of
a
cross-branding
strategy,
and
in
its
purest
form,
with
both
the
movie
and
the
television
channel
gaining
equally
by
promoting
each
other.
The
specially
shot
ad
shows
Paresh
Rawal
as
Baburao
Apte
asking
Shyam
(Suniel
Shetty)
to
SMS
Goal
to
6464
as
a
part
of
the
'Gyarah
Hindustani
Contest'
to
win
a
trip
to
Germany
for
the
FIFA
Football
World
Cup.
And
when
he
finally
gets
an
SMS
reply
that
he
has
won
the
contest,
he
is
happy
and
excited.
That's
until
he
sees
the
winner's
name
as
Raju
(Akshay
Kumar).
Raju
had
replaced
the
sim
card
in
Baburao's
cell
phone
with
his,
thereby
winning
the
contest.
His
Hera
Pheri
wins
him
a
trip
to
the
'FIFA
World
Cup'.