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Anushka to connect to millions of people on WhatsApp
- Planet Bollywood Special Correspondant           Let us know what you think about this story

First time in the world, an actor will engage with fans by going invisible. Anushka Sharma will be calling fans every week to engage with them on Phillauri as Shashi, the friendly spirit, through a special WhatsApp number 9867473178, a never done before marketing innovation not just in Bollywood but also Hollywood.

The producers have come up with a clutter-break social engagement idea that will see Anushka using WhatsApp - that is used by over 160 million Indians on a daily basis to promote the upcoming movie Phillauri.

She is playing a role of a friendly neighbourhood spirit in the movie and 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 - on which she will be available to interact with fans through WhatsApp's Video Calling feature. The fans will need to merely add Shashi on their Watsapp Contact and they will have direct access to her.

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.

Regarding the innovation, Shikha Kapur, Chief Marketing Officer, Fox Star Studios, says, "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 TG. What's up with Shashi is one such idea on Watsapp 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. A celebrity going invisible during a film's promotion is a first and we would like to continue creating groundbreaking ideas that transcend conventional norms of engagement."

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