Mumbai: Anushka Sharma has been promoting her upcoming second production, ‘Phillauri,’ all guns blazing, and thanks to a tremendously successful social media campaign, the film has generated ample buzz.
Given that the storyline of the film Phillauri revolves around the friendly spirit Shashi, the marketing strategy was built on playing with the characteristic traits of the spirit – she was invisible and she was omnipresent. The campaign #ShashiWasHere saw Shashi (Anushka Sharma) respond to the posts commenting about generic posts and current trends and viral memes. The actress also collaborated with eminent Bollywood personalities like Kapil Sharma and Shah Rukh Khan to create hilarious videos that instantly went viral.
The team has also used the 3D Projection technology in cinemas to make Shashi interact with cine-goers across the country. This is the first time ever that 3D Hologram projection is being used to promote a film in India.
Anushka also interacted with fans on a video call while remaining invisible. Anushka made calls to fans every week to talk to them about ‘Phillauri’ as Shashi, through a dedicated WhatsApp number.
The film, which also stars Diljit Dosanjh and Suraj Sharma in the lead roles, releases on March 24.