MUMBAI: UTV Motion Pictures has launched an innovative and interactive application called The Flavour of Barfi! for their upcoming film Barfi! on YouTube.

Talking of the new application, Disney UTV, executive director marketing, studios Shikha Kapur said, "We constantly innovate in our film marketing to keep audiences engaged. Ranbir is a youth icon and has a huge online fan following. So, we decided to marry the theme of Barfi! with Ranbir‘s charismatic personality to create an exciting new experience on YouTube that will keep users entertained for hours."

Added Ranbir Kapoor, "When UTV came to me with this concept, I loved it because it‘s a totally new way to connect with my fans online. We shot extensively for this YouTube application and I am sure people will have an awesome time discovering the various moods and quirky styles of Barfi!"

Barfi! directed by Anurag Basu also stars Priyanka Chopra and Ileana D‘Cruz in the lead. The film will hit worldwide theatres on 14 September.