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Mobile app is new B- town promo vehicle.

SRK launches his film's trailer on WhatsApp

POPULAR instant messaging mobile app WhatsApp is the new tool for Bollywood films promotions. Realising the popularity and reach of the messaging app, Shah Rukh Khan has launched the trailer of his upcoming heist thriller Happy New Year on WhatsApp.

Making an innovative move, the trailer of Farah Khan directed film will be made available to the users by giving a missed call or dropping in a message at 9819020202. Though, WhatsApp restricts sending a broadcast message to more than 250 friends at a time, but the app made special changes and removed the restriction for SRK's Red Chillies Entertainment Pvt Ltd, the producer of the film.

" There is a special focus on constantly improving fan experience through innovation.

With over 50 million active users on WhatsApp in India who share millions of videos and images with friends and extended friends group it was an obvious choice to use the tool as a platform," said Venky Mysore, CEO of Red Chillies Entertainment.

Targeting at a large number of SRK fans on WhatsApp, the Red Chillies Entertainment aims at reaching out to more than a crore users watching the official trailer as it releases on August 14.

In the past, films such as Varun Dhawan's Humpty Sharma Ki Dulhaniya and Vidya Balan's Bobby Jasoos made optimum use of the mobile app to promote their films. Film buffs enjoyed catching up the trailers, teasers and first look of a film on Twitter, Facebook and YouTube.

Filmmakers are now reaching out to the fans through WhatsApp, which has maximum number of users in India apart from countries such as Mexico, Brazil and Russia.

The teaser of Humpty Sharma Ki Dulhaniya showed Humpty Sharma's matrimonial video where Varun described his ideal bride giving references to Katrina Kaif and Deepika Padukone. The message had received wide response as youngsters enjoyed the small interactive clipping featuring Varun and Aalia.

Vidya Balan's Bobby Jasoos too made use of WhatsApp where Bobby talked about her life and described some thrilling experiences as a detective.

Users registered to the mobile number only to experience the innovative promotion by Vidya.

Chinese messaging app WeChat was used for the promotion of Vishal Bharadwaj's quirky satire Matru Ki Bijli Ka Mandola . The promotional campaign promoted on social networking sites gave the audience a chance to interact with the film's lead pair Imran Khan and Anushka Sharma, via the mobile App.

Mobile app is new B- town promo vehicle Humpty Sharma ki Dulhaniya and Bobby Jasoos made optimum use of the mobile app.

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Publication:Mail Today (New Delhi, India)
Geographic Code:9INDI
Date:Aug 12, 2014
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