Producers of "Humdum" have come up with a unique promotional strategy for their forthcoming film. Its hoardings, inviting audiences to participate in a crazy game show, are being placed upside down.

The first such hoarding, put up in Juhu, has generated a good deal of curiosity, according to the film's executive producer, Himanshu Malik".

Passers-by stop to discover what the fuss is all about. We want to tell people that it's a mad, mad film that's likely to turn them upside down," said Malik

Mumbai distributors, Shringar, are working on a Feb 11 or Feb 18 release for their two films, "Humdum" and "Black Friday".

Meanwhile, Kushan Nandy has come up with new promotional tie-ups for "Humdum".

"We will participate in Valentine's Day celebrations if the film is released Feb 11," Malik said.

Thankfully, Kushan's film will not compete against his father, Pritish Nandy's "Shabd", which is releasing this week.