A random call with a wailing sound from a child asking for help, gets abruptly cut. And when you call back, you get the trailer of forthcoming Hindi film Pihu. While this marketing strategy did not go well with a section of people, director Vinod Kapri says the intention was only to draw attention to a movie which is offbeat and sans "stars".

Towards the end of last month, a couple of people took to social media to share details of the call, slamming it as "a horrible idea, inhuman and desperate promotion strategy", "totally disgusting", "traumatising" and "disgusting".