Producers Red Chillies Entertainment launched a custom-built movie channel on online video platform YouTube for Shah Rukh Khan's upcoming superhero film Ra.One. The channel will also host games including the first social game from India. Goodies include contests where participants can create Ra.One promos from clips, music and dialogues of the film.

Mr Rajan Anandan, MD, and Vice-President - Sales and Operations, Google India, said, “In the last few years, Indian production houses have begun to embrace the YouTube platform to engage fans, distribute movies and leverage rich media ad formats to promote their movies online.” YouTube now claims over 22 million unique users in India.

In a statement, Mr Khan said, “I wanted to leverage the full potential of digital media and create an experience on YouTube and Google+ that has never been done for any Indian film.” YouTube has worked with Hollywood productions in the past to create customised viral campaigns, including Expendables and Skadoosh!! Kung Fu Panda 2.