Poster of "Varsham"Facebook/ "Varsham"

Upcoming Malayalam film "Varsham" starring Mammootty in the lead is already making waves in the industry through its unique marketing concepts and innovative ways of promotion.

Adding to the list, for the first time in Malayalam cinema, a film song will be released through the free messaging app, WhatsApp.

Mammootty will release the first song of the film "Koottu Thedi" through the messaging app. On 16 October evening, the actor had asked his fans to post their numbers on his Facebook page, out of which 10 numbers will be selected, who will receive the song through the app. Fans are given time till 2 pm on 17 October to post their numbers.

Moments after Mammootty announced this news, his social media page was flooded with his fans' phone numbers and has already received requests from more than 43,000 fans. This new initiative by the film's team has received appreciation from all quarters of the industry.

However, this is not for the first time in India such a method is used for a film's promotion. Bollywood star Shah Rukh Khan has done this initially to release the trailer of his upcoming film "Happy New Year". Aamir Khan has also planned to follow the same strategy to release the fourth poster of "P.K" that features Anushka Sharma.

Meanwhile, Mammootty's new ways of promoting his movies have garnered a great response from the audience and the actor has made it clear that Malayalam entertainment industry is open to innovative ideas in promoting films.

"Varsham" was earlier in the headlines for its support towards banning plastic banners and posters. The makers of the film had therefore introduced the first canvas poster, which was unveiled by Kerala Chief Minister, Oommen Chandy along with the film's trailer and the music.

Meanwhile, "Varsham" is set to release on 6 November and this family entertainer is directed by Ranjith Sankar. The film also has TG Ravi, Asha Sharath, Mamta Mohandas, Govind Padmasurya, Sunil Sugatha, Santhosh Kezhatoor, Sudheer Karamana, Harish Perady, Jayaraj Warrier, Irshad and Sajitha Madathil in pivotal roles.

"Varsham" is produced by Mammootty under the banner of Play House Release.