Come August 14 and the first look of the much awaited Happy New Year will be launched. But what can be considered as path-breaking, is that for the first time an Indian film will release its trailer via instant messaging app — WhatsApp. Film buffs will get the opportunity to watch the trailer of the Farah Khan directed film starring Shah Rukh Khan, Deepika Padukone, Abhishek Bachchan, Sonu Sood, Boman Irani and Vivaan Shah on their phones.
The official Twitter handle of the film tweeted “@iamsrk Give a missed call or drop in a #Whatsapp msg on +919819020202 to get the #HNY trailer on your mobile.” The restriction by WhatsApp on a broadcasting message to multiple recipients has been specially removed for this campaign. Whatsapp users have to give a missed call or drop in a message at +919819020202 to get the film’s trailer on their mobile phones. In fact the first look of the movie was launched early this year through one of the biggest Twitter innovations with fans receiving customized posters from their favourite actors, which received close to a billion impressions as a campaign.
WhatsApp in India has over 50 million users, who share millions of videos and images with individual friends and groups daily. The trailer launch is an innovative approach on the part of the producers.
The film which is distributed by Yash Raj Films worldwide will release this Diwali in Hindi, Tamil and Telugu.