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In a unique promotional campaign, the makers of Phir Hera Pheri have tied up with the sports channel ESPN to endorse the upcoming FIFA world cup. The concept is somewhat like a promotional music video. But this one is more of a cross-branding strategy, and in its purest form, with both the movie and the television channel gaining equally by promoting each other.

The specially shot ad shows Paresh Rawal as Baburao Apte asking Shyam (Suniel Shetty) to SMS Goal to 6464 as a part of the 'Gyarah Hindustani Contest' to win a trip to Germany for the FIFA Football World Cup.

And when he finally gets an SMS reply that he has won the contest, he is happy and excited. That's until he sees the winner's name as Raju (Akshay Kumar). Raju had replaced the sim card in Baburao's cell phone with his, thereby winning the contest.

His 'Hera Pheri' wins him a trip to the 'FIFA World Cup'.

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