MUMBAI: The supernatural thriller from BIG Pictures, 13 B was promoted extensively across shows on Hindi general entertainment channels (GECs). As a part of the film’s promotion strategy, the cast made appearances on not only reality shows but also on thriller/supernatural themed shows across GECs.

Last week saw R Madhavan appear as celebrity guest on the reality dance show Dancing Queen on Colors. The first look of the film was also shared on the show. Madhavan interacted with contestants and awarded the trophy to the best performing pair of the day. The episode aired on 21 February.

On Sony, Madhavan and Neetu Chandra shared a few laughs and talked about 13 B Fear on Comedy Circus – Chinchpokli to China. The episode was telecast on 7 March.

Apart from reality shows, 13 B has also been promoted on supernatural/suspense thriller based shows on GECs.

Madhavan was seen helping ACP Pradyuman solve a case on C.I.D on Sony. The episode was telecast on 6  March. 13 B was also seen on the Star network with Madhavan sharing his views on the supernatural with the protagonists on Star One’s supernatural series Ssshhhh.. Phir Koi Hai. The episode was telecast on 7 March.

BIG Pictures chief marketing officer Saurabh Varma says, “We are extremely happy with the way 13 B – Fear has a new address has turned out and are confident of the film’s performance. BIG Pictures has left no stone unturned in creating a buzz around the film. Integrations with shows on GECs serve as a direct connect with the audience and if done thematically add to the intrigue and curiosity factor around the film.”

Madhavan adds, “I am extremely happy with the publicity and promotion for 13 B Fear has a new address. BIG Pictures marketing and distribution has put in tremendous efforts to give 13 B such an amazing pedestal in terms of marketing and distribution. The buzz has been by far unprecedented and am glad to support the campaign in every way that I can.”