'Pihu' receives backlash for making fake calls from a wailing child as promotional gimmick

Upon calling back, the listener receives a text message saying, "PIHU" just called you. She needs your help. Click on the link NOW and help PIHU.

The voice, that of a baby girl, mentions something about her mom and dad in Hindi before hanging up. (Photo | Twitter)

The recently released trailer of Pihu, about a 2-year-old protagonist trapped inside an apartment, drew eyeballs on social media. However, in what appears to be an ill-conceived promotional trick, the film's marketeers are sending out anonymous SOS phone calls featuring a wailing child's voice. The voice, that of a baby girl, mentions something about her mom and dad in Hindi before hanging up. Upon calling back, the listener receives a text message saying, "PIHU" just called you. She needs your help. Click on the link NOW and help PIHU". A link of the film's trailer accompanies the message. 

Got a call from an anonymous number. A baby wailed about her mother and dad, and hung up. Disturbed, I tried calling back in vain. Got a message with a link to help the child. A link, as it turns out, of #Pihu's trailer. A horrible idea, a disgusting invasion of privacy.

— Sudhir Srinivasan (@sudhirsrinivasn) October 26, 2018

Did I just get a call from a hysterical child called Pihu asking for help ???? And this is a film promotion? The no is 7024820657 totally disgusting. I am so traumatised

— Chuman Das (@chumandas) October 26, 2018

I just got a call from a child named Pihu who wanted desperate help. No. was 7024720657. THIS KIND OF MOVIE PROMOTION IS DISGUSTING TO SAY THE LEAST.

— Karan Bhardwaj (@journokaran) October 26, 2018

Did I just get a call from a hysterical child called Pihu asking for help ???? And this is a film promotion? The no is 7024820657 totally disgusting. I am so traumatised

— Chuman Das (@chumandas) October 26, 2018

Jeez, the #Pihu trailer is nerve-wracking. Such a simple yet emotionally-investable storyline. Making prank phone calls about a child in danger to promote the #movie, however, is a dumb & insensitive marketing campaign. It's like punching people in the face to sell painkillers.

— christy bharath (@verseherder) October 27, 2018

WATCH TRAILER: 

When we reached out to Pihu's digital marketing company for an explanation, an executive denied knowledge of the campaign but agreed to the 'creepy' and 'unsettling' nature of such an idea. 

Directed by Vinod Kapri, Pihu stars Myra Vishwakarma in the titular role. The film is scheduled for release on November 16. It is produced by Ronnie Screwvala, Siddharth Roy Kapur and Shilpa Jindal. 

(This story originally appeared in Cinema Express)