Now UTV has done something that has not been done before and which is bound to raise more than a few eyebrows. They have started marketing campaign for their movie Dev D that might not be acceptable to the audiences. The movie Dev D is a movie made on the classical Devdas with a modern feel to it. The movie has a lot of lust and alcohol in it. The movie is not for an old fashioned and he may not like it. It is entirely up to you whether you like it or not.

This time around, I think they have gone a step too far. They have started a lust line 022-61424800 in which they can call the number and hear the seductive voice of Kalki Koechlin who plays the character Chanda in the movie. The talk is very naughty and peppy. They had done something similar in their website devdthe film.com where there are pre recorded audio messages in the voice of Chanda. When the hits on the site increased the idea of lust line came into their mind.

The marketing technique is an interesting one and might prove to be successful with more audiences turning up at the theatre to watch the movie. However, what the marketing people might have to watch out is that the moral police officers might be watching this and that can spell doomsday for them. For listening on messages on the website or on the Lustline number, you have to verify that you are over 18 years of age as the movie has been given an adult certificate.

Let us see what will be the fate of this marketing scheme. The characters of the movie sure have left a mark and Anurag Kashyap has done what he said by showing us the modern Devdas.