When it comes to making movies, the word compromise doesn't appear in the dictionary of Yash Raj Films. Be it pre-prpduction, shooting, post production or publicity, new and unique methods are applied in plenty by the company.

Now NWP media the payphone advertising contractor ( which has recent campaigns for Yazoo drinks, theatrical agency Media Junction and record label Concept Music)has signed up one of the largest Bollywood film studios and distributors, to run advertising for its latest movie, ‘Jhoom Barabar Jhoom' across its portfolio. This is a first for any Bollywood film.

The film starring Bobby Deol, Preity Zinta, Lara Dutta and the father-son duo of Amitabh and Abhishek Bachchan will be advertised on 175 panels throughout the UK's major cities ahead of its opening next Friday (15 June) in what is believed to be the first payphone advertising campaign for a Bollywood studio.

Avtar Panesar, head of operations at Yash Raj, said kiosk advertising seemed a "very interesting opportunity".

"The kiosks are ideally placed close to the relevant cinemas and so should reach people in the right place at the right time," he said.

This appears to be a unique way to attract viewers in the UK where the film has been widely shot. So don't be surprised if ‘Jhoom Barabar Jhoom' actually dances its way to glory out there!!