Mobile social messaging app WeChat will now give viewers a chance to access videos, pictures and sound-bytes from the just released film Kai Po Che!. A special contest also allows users to win free tickets to the movie, and meet its stars.
The UTV Motion Pictures film, directed by Abhishek Kapoor, released Friday. Inspired by Chetan Bhagat's novel "The 3 Mistakes of My Life", the movie features Sushant Singh Rajput, Amit Sadh and Raj Kumar Yadav.
The actors have also created their personal accounts on WeChat to share their anecdotes and experiences associated with the movie.
"The stars can connect with their fans through voice, text, multimedia and hold-to-talk messaging while sharing exclusive content," Dennis Hau, head of Product Center, International Business Group, Tencent, said in a statement.
Officials at UTV Motion Pictures believe it is an "ideal platform to engage with the young audience".