To create awareness about the movie, hand-sketched posters were put up across the city and on social media, accompanied by promotions via the SMS and blackberry messenger facility. The posters directed people to the Facebook page of the movie with the message, 'Please share any information with Vidya Bagchi on the page'.
Additionally, people were deployed in malls and multiplexes and asked whether they had seen the missing character. To take it to the next level, Vidya Balan was seen interacting with people at Bandra station, Mumbai, asking people to help find her husband.
Commenting on the activation, Ratan Ginwalla, Director, Digit9.0 said: "The promotional campaign for Kahaani has been designed ensuring that it stands out from the usual movie marketing strategies. While the regular movies are usually with a male protagonist or are women-oriented, here is a unique story about a seven-month pregnant woman looking for her missing husband. To stand by the movie's core, the strategy had to be unconventional, innovative, and hard hitting. Viacom 18 is our client and we have executed events for them in the past."
Digit9.0 plans to execute similar innovative campaigns in other cities too.