Why HNY Trailer is trending on Twitter?

Shahrukh Khan Retweeted on his twitter account “@iamsrk Give a missed call or drop in a #Whatsapp msg on +919819020202 to get the #HNY trailer on your mobile. pic.twitter.com/BE1aBWzGAI”. Happy New Year will be the first film to do so.
Since his tweet #HNYtrailer and #HNY are trending. Trailer is to be launched on 14th August.

HNY or Happy New Year Wiki:

Happy New Year is an upcoming 2014 Bollywood action comedy-drama film starring Shahrukh Khan, Deepika Padukone, Abhishek Bachchan, Sarah Jane Dias, Boman Irani, Vivaan Shah, Sonu Sood and Jackie Shroff. Directed by Farah Khan and produced by Gauri Khan under the banner Red Chillies Entertainment.
The film will be distributed worldwide by Yash Raj Films.

Release Date: 24 October 2014 (Diwali)