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Big B-starrer ‘Baabul’ seeks to reach out to the wired generation

Big B-starrer ‘Baabul’ seeks to reach out to the wired generation

Author | exchange4media Mumbai Bureau | Wednesday, Nov 22,2006 8:41 AM

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Big B-starrer ‘Baabul’ seeks to reach out to the wired generation

The film might be dealing with the age-old issue of widow remarriage, but the people behind Amitabh Bachchan, Rani Mukherjee starrer ‘Baabul’ are sparing no efforts to connect with today’s youth. The movie has tied up with Hungama and Mauj Telecom to launch online and mobile multiplayer games as part of the promotion initiative.

Speaking at the launch of the games, Bachchan said, “The Baabul game will surely generate more interest in the film, particularly among the younger generation, and I think they will love playing it.”

The online version of the game can be played on online multiplayer gaming site Gaminghungama.com. Speaking on the initiative, Neeraj Roy, MD and CEO, Hungama, said, “In India, Internet is in-thing among the youth and more and more people are accessing the Internet for entertainment purposes. Just like our previous game Don, I feel Baabul will also be a huge success.”

“We are also handling the digital distribution of the film’s music, which will be available on iTunes and MSN music through us,” Roy further said.

The two mobile games created for the film will be available for download from all leading mobile operators through their association with Mauj Telecom. Explaining the concept of the games, Arun Gupta, CEO, Mauj Telecom, said, “We have incorporated Indian marriage customs in the games so that the players can get to know more about these customs and traditions.”

Sanjay Bhutiani, Business Head, BR Films, the makers of ‘Baabul’, said, “Our strategy at BR Films is to exploit the fast growing gaming segment and tap the youth and global markets.”

Tags: e4m

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