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.
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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)