Bollywood is really going bold and brash. Call 022-61424800 and you will know what we mean. You can hear a woman talk dirty in a husky-sexy voice. That woman is none other than Kalki Koechlin (Chanda) of Dev D. She plays the lead role of Chandramukhi in Anurag Kashyap's upcoming venture Dev D, a modern interpretation of Sarat Chandra's classic novel 'Devdas'.

Imagine Devdas' Chandramukhi – the flamboyant and beautiful prostitute – talking to all and sundry! It is happening with Dev D. After launching the success of an online teaser marketing campaign, UTV was motivated to try out this 'Lustline' concept offline. By calling 022-61424800 and affirming that you are above 18 years, you can listen to a girl talking all the naughty things in the world. The recorded voice of Kalki Koechlin (Dev D's Chanda) gives you options to listen to her in English, Hindi, French and Tamil.

This is indeed the first time such a truly innovative and bold campaign has been launched for a film. Especially for a movie of Dev D's profile – where lust, sex and love play upon the characters – this is an apt campaign that suits the mood and flavour of the film. Chanda, sources say, is an upper class woman who seduces and lures men of all kind from her place at Paharanj in Delhi. Her profession demands her to get into lusty talk with men and this, opine the crew, has been projected in the “Lustline”.

The “Lustline” is already engaged 24x7 and a record number of callers are seen dialling 022-61424800. Good news for all those who want to flirt on the sly. Try your luck to see if you can listen to Chanda.

Check out Dev D Preview.