Happy New Year
Happy New Year personalised poster [Twitter/HNY]Twitter/HNY

The trailer of Shah Rukh Khan's upcoming film "Happy New Year" has created new records on social media.

The trailer has reached to more than seven crore people across the world and has been viewed by more than 1 crore time by 22 August.

In a unique marketing strategy, the makers of the film released the trailer on new platforms. Keeping in mind the audience preference, the production team released the trailer on social media, including Facebook, Twitter, YouTube, mobile messaging app, WhatsApp and DTH services.

The trailer was launched in a grand ceremony on 14 August and on Independence Day it was released in theaters along with Rohit Shetty and Ajay Devgn's "Singham Returns".

"This was done to meet the demands of fans who are consuming talent in ways that suit them. This has given the trailer an unprecedented footprint and delighted the fans," Venky Mysore, CEO of Red Chillies Entertainment (RCE), told Mumbai Mirror.

RCE also provided the data of the trailer that has been shared and viewed within 24 hours of its release.

FACEBOOK: It became the first most viewed trailer on Facebook. Within 24 hours, the trailer received 1.5 million views globally and 2.8 million after the interaction.

MESSAGE APP: It was the first time a film's trailer was released on WhatsApp.

DTH: The trailer reached to more than 13 million subscribers within 24 hours.

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After the successful launch of the trailer, Shah Rukh and his team are set to launch its first song "Indiawaale". The song, which is also called as the "Happy New Year" anthem will be released on 31 August.

The film, directed by Farah Khan also features Deepika Padukone, Abhishek Bachchan, Boman Irani, Sonu Sood and Vivaan Shah in pivotal roles.

Check out the trailer of the film below: