Hungama Digital Media Entertainment Ltd. has always been seen leveraging the digital medium for Bollywood and Golmaal 3 is the latest addition to its list of movie flicks that have believed in the medium to garner desired results.
The digital agency has launched ‘Dumb Charades’ game on internet as well as on mobiles to strategically engage users with Tusshar Kapoor’s character in the movie.
Discussing the concept on which the game is based, Manish Malik, General Manager, Gaming, Hungama Digital Media Entertainment Ltd. told exchange4media, “The game is a concept created and developed by Hungama. It is a first of its kind tie up between a movie and gaming content. Tusshar Kapoor, who plays the role of Lucky in Golmaal 3, has shot 60 exclusive videos with us which have been integrated in the game. The game is the classic dumb charades game where the users are expected to guess the movies enacted by Tusshar. Movies like 3 Idiots, Dabaang, Tohfa, Jeet and obviously Golmaal are some of the movies enacted by him.”
According to industry trends, the mobile medium hasn’t taken off well in India, yet it is being leveraged for several brands, Golmaal 3 being the latest example.
Interestingly, Malik informed India is ‘mobile driven nation’ and thus it was crucial to launch the game on mobile as well. “With the application on internet we were providing the consumers a connection point online. However, India is a mobile driven nation and therefore it was important to introduce an application catering to the mobile users. The game is platform agnostic and is available on iPhone, Intel AppUp Store and Bollywood Hungama. The reason we launched it across multiple platforms was to provide easy access to consumers,” Malik said.
“The rapid growth of the internet and mobile market in India are all signs of a lifestyle that is interactive and dynamic. Digital media allows consumers to sample and consume content wherever they are, whenever they want it,” he added.
And why does the agency think the mobile application would do justice to the theme of the movie? To this, Malik asserted, “Games of this nature have not been explored in the past. The concept was an ideal fit since Tusshar plays a deaf and dumb character in the movie. The concept of the game is along similar pattern hence we decided to go ahead with the Dumb Charades theme. The reason for the game was the high amount of interactivity and engagement with the consumer that helps develop a high brand recall.”
He further said, “As experts in the digital marketing field we have used video, the actor in person, the concept of the charades of the game as well as the social networking connect. It is also made suitable for Mobile users hence reaching out to a larger audience.”
Gaming combined with digital tools forms an effective medium of communication and most importantly has a good retention value. Malik believed, “Gaming is now emerging as a key tool which brands are associating with as it caters to the right and relevant target audience which in turn helps support business growth.”
According to the company officials, the game application has delivered for the newly-launched movie. “In the past two weeks, we have had over 60,000 unique visitors who have enjoyed the game on Bollywood Hungama,” Malik concluded.
In the past, the digital agency has carved out digital concepts for movies like Lafangey Parindey, Badmaash Company, Love Aaj Kal, My Name is Khan, Kurbaan, Ghajini, Blue and several others.