Mumbai, Nov 21 (IANS): Film promotions weren't a big deal during her prime but veteran actress Dimple Kapadia seems to have taken a cue from new age actors to spread a buzz about her forthcoming film "What The Fish" innovatively.

The film releases Dec 13.

Keeping in mind the film's quirky plot and its quirkier title, Dimple wanted to keep that alive on-ground. So, she has decided to remain in her look from the movie throughout its promotions. From peculiar cotton saris to a specific glass frame on a hanging neck chain - she will wear the look wherever she makes an appearance.

Dimple also came up with the idea to take the 'fish' with her for the promotional campaigns.

Director Gurmmeet Singh says Dimple's on screen character Sudha Mishra has a "trademark style, look and obsession".

"The obsession being Mishti the fish, who plays a crucial role in the film. So after Dimpleji's suggestion, the entire team thought it was only fair if her on screen avatar was brought on ground along with the beautiful pet for promotions," Singh said in a statement.

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Get 'Chennai Express' reminder alert from SRK

It's that easy - give a missed call to an assigned number and get a reminder alert from superstar Shah Rukh Khan for the TV screening of "Chennai Express" Saturday.

The blockbuster is due to be showcased on &pictures and the channel is pulling out all stops to make the screening a big success. The channel has devised an interesting digital mechanism to promote the film's screening.

A unique Interactive Voice Response System model has been created. Viewers may call toll free number 18001035515, and get a reminder about the movie on their phones in Shah Rukh's own voice. It works like an alarm clock.

"It's like a 'don't forget to watch it' kind of an alert, which has a pre-recorded message from Shah Rukh," Akash Chawla, marketing head (National Channels), Zee Entertainment Enterprises Limited, told IANS.

The channel is promoting the number on-air as well as on social media.

Talking about the need for such innovative methods to pull in viewers to watch a hit movie on TV, Chawla said: "Such activations are important for two reasons - there's a huge consumption for movies on TV and the number of movies shown on TV are extremely high. So one needs to create the right buzz.

"Secondly, the challenge becomes to re-ignite the audience's interest in a movie which has become important. So there is no other way than to be innovative in marketing strategy."

The channel has also strategised a way whereby the movie's screening is going to be promoted via the blogging community.

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Young cancer victim moves Anupam

Actor Anupam Kher says his heart "tore" when he got to know that a young fan with whom he posed at an airport was suffering from cancer.

"At airport, it tore my heart when an eight-year-old smiling girl’s parents told me that she is at last stage of cancer, while clicking a picture with me," tweeted Anupam.

The actor has an ability to have a special connect with children, as visible in one of his past TV shows, "Say Na Something To Anupam Uncle".