'I hate like this film'-Male Chauvinist , aged 45-reads the new posters of the revolutionary hit '22 Female Kottayam, by Aashiq Abu'.The new posters of the movie will be released on the eve of its successful fifteenth day celebration of the movie, which is getting popular with a great word of mouth.

Aashiq Abu, who is spearheading the new generation films in Mollywood has been one of the directors who realized the capabiliity of new media and different marketing techniques in boosting up the prospects of any movie. His previous hit 'Salt 'N Pepper' was definitely the right example for right kind of marketing for a right film. And now when he is into the latest female centric film '22 Female Kottayam', the director has resorted to a different kind of viral marketing, where he captured life-like staged videos of strong females who resisted attacks on personal space. And now with the latest posters, Aashiq is once again proving that intelligent marketing holds the key for intelligent and quality cinema, especially in a refined market like that of Kerala. It is also expected to silent the male critics on theatres airing loud comments , who seems to have developed some sort of hostility to its bold theme.

'22FK' is indeed the marketing gimmicks at its best in Malayalam cinema, selling a product even through the catch lines of people who hate it.