Now this surely seems to be a first in the publicity strategy of an upcoming movie!

Believe it or not but for Deepa Mehta's 'Water' starring John Abraham, Lisa Ray and Seema Biswas, an anti-publicist was hired to make sure that no one from media or outside got to know about the movie when it was being shot.

This was one of the reasons why 'Water' was shot under the fake title 'Full Moon'. As per David Hamilton, producer of 'Water', after a horrifying experience in India, they didn’t want to take any chances while shooting the movie in Sri Lanka.

Hence while all the films hired a publicist to make the media aware about the movie's progress, it was just the opposite in case of 'Water' where an anti-publicist's services were sought for.