The much awaited theatrical trailer which is scheduled to release on 14 August will also be available on WhatsApp. Keeping with the nerves of the young generation, the team has come up with the most innovative idea.

Digital platforms like Facebook, Instagram, YouTube and Twitter have been used by Bollywood for long but now the marketing managers are looking for more digital platforms to enhance their promotional activities.

Fans, who are keen to watch the trailer on WhatsApp, will have to give a miss call or ping on a particular number and they will receive the link of the trailer on their WhatsApp account. Also, the fans will be able to share the link with their friends.

Venky Mysore, CEO of RCE, says, “As a company, there is a special focus on constantly improving fan experience through innovation. Whether it was the first look of the movie at the beginning of the year through one of the biggest Twitter innovations with fans receiving customized posters from their favourite artists, which received close to a Billion impressions as a campaign, or the new innovations with WhatsApp and Twitter for the upcoming movie ‘Happy   New Year’, our endeavor is to delight the fans.”

“With over 50 million active users on WhatsApp in India who every day share millions of videos and images with individual friends and groups it was an obvious choice to use WhatsApp as a platform. The only challenge was the restriction by WhatsApp where a broadcast message cannot be sent to more than 250 friends/WhatsApp users but WhatsApp has specially removed this restriction for this campaign,” he added.

The film, which is slated to release in Hindi, Tamil and Telugu versions across the globe on Diwali, stars Deepika Padukone, Shah Rukh Khan, Abhishek Bachchan, Sonu Sood, Boman Irani and Vivaan Shah.

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