Mumbai, June 3 (IANS): Actor Kay Kay Menon, who will next be seen in "Sann Pachattar" -- based on the emergency era in the country -- is promoting the political thriller by establishing a connect with his fans over mobile phones.

As per the film's unique promotional strategy, some people receive a call from a number. Post this, they get a link that opens up with a customised video showcasing Menon, who has recorded a message for his fans. 

"This is a brilliant idea that our marketing team had thought off. We shot a video with Menon where he is not talking about his film, but is asking people when was the first mobile phone introduced in India and to know the answer, he shows the trailer of the film," Kabir Lovee, producer of "Sann Pachattar", said in a statement.

"It is an innovative concept which I don't think has been used in promoting Bollywood films. I am sure it will capture the attention of the viewers," Lovee added.

"Sann Pachattar" has been directed by "Tamanchey" fame Navneet Behal.