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Ayushmann Khurrana promotes ‘Anek’ movie through an innovative campaign

As part of the campaign, Khurrana will personally interact with ticket buyers on BookMyShow

The makers of ‘Anek’, the film by Anubhav Sinha, surprised fans and viewers with a personalised video from actor Ayushmann Khurrana. 

The film addresses a larger issue of national identity, with Ayushmann Khurrana on a mission to make the country win. 

Taking a leaf from Khurrana’s character in ‘Anek’, an undercover officer who has all the intel about happenings and people around him, the campaign through its videos emulates a similar, surprising element for audiences giving a personal touch so they can witness this innovation.  

For ‘Anek’, this masterful campaign has been conceptualised by Trigger Happy Entertainment Network and Dentsu Webchutney and executed by Rephrase.AI and White Rivers Media along with the entertainment destination, BookMyShow.

These specialised custom videos featuring cinephiles from across the country who have been fans of Ayushmann Khurrana, watching his movies through BookMyShow use Artificial Intelligence to enable the actor to personally interact with those who bought tickets for his film on the entertainment platform. 

Lipika Chaudhary, Marketing Head at Trigger Happy Entertainment Network, said, “We are living in times when personalised marketing makes an impact. With ‘Anek’ the challenge was to establish the traits of an undercover officer and I’m glad we could create an innovation that was never done before in Bollywood. I hope the audience gets the feel of the film universe and what to expect from it.”

Shray Chawla, Senior Creative Director at Denstu Webchutney, said, "We wanted to bring alive Ayushmann's undercover character in a disruptive way and take the audience by surprise. The personalised videos made every bit of it possible. And I'm glad that we were able to find the perfect partners who believed this could be done at scale."

Starring Ayushmann Khurrana and Andrea Kevichusa in the lead, ‘Anek’ is jointly produced by Bhushan Kumar’s T-Series and Benaras Mediaworks.

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