There are ways and ways to promote a film, or any product, and the dictates of our times says that the more shocking the promo, the more the eyeballs, headlines, outrage, clamour for ban, all of which leads back to greater promo.

Many are the brands that have taken this route to reap a rich harvest, never mind what it does to public morality, truth, and other such high-falutin ideals.

Even making extra-wide allowances for this, the mailer put out by a PR agency for the film Sanam Teri Kasams song Tera Chehra (since when did individual songs come to be promoted via mailers!) takes the cake, and the Pongal too.

The subject matter grabs you by the, well, eyeballs all right. Say goodbye to birthday sex, sympathy f*** it is, it jumps at you.

Clutter Communications creative copywriter then goes on to tell us: Guess what! We noticed something that raised our curiosity. The youth are going completely gaga over this new term Sympathy f*** trending strongly across the internet. To the extent that the rapid interest in this craziness has also led to growing discontent amongst certain section of the society. And if you can figure out that statement, we doff our hat to you.

The release doesnt let up, though. What is Sympathy f***? You may ask, it says. Well.. Watch the video of the song Tera Chehra from the movie Sanam Teri Kasam and youll know exactly what were talking about!

Enclosed in the mailer is a link to the video which shows Harshvardhan Rane and Pakistani actress Mawra Hocane no doubt explaining the term to viewers through their histrionics.

And, no, we are deliberately not enclosing the link to the video. If as the PR says everyone is hunting for sympathy f*** on the web, the least you can do is to search for the song.