Anushka Sharma's Phillauri has caught attention in a big way with its innovative campaign, what with Fox Star Studios firing all cylinders to keep the buzz strong and the hype high. The way they did it could well find an entry in the case study books. Here is how!

Social listening: World`s first integrated social listening campaign done for a film`s promotion - #ShashiWasThere. 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. A deep social listening was activated for six months through which Fox tracked all the Indian weddings that have happened in the last six months through the popular Indian wedding hashtags #wedding and #shaadi. The campaign #ShashiWasHere saw Shashi (Anushka Sharma) respond to the posts commenting about the wedding that took place. The idea was also integrated into current topics like Oscars goof up etc that made the campaign a huge talking point.

3D Projection: Anushka uses 3D Projection Technology to promote Phillauri! Given the fact that Anushka`s character in the film - Shashi - is a friendly ghost who can be present anywhere, at any given point of time, Fox 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.

WhatsUpWithShashi: Actor Anushka Sharma 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, the friendly spirit, through a dedicated WhatsApp number (9867473178). She interacted with fans through WhatsApp`s video calling feature. All they had to do was add the number on WhatsApp and send her a unique message.