Top Story


Home >> Digital >> Article

Hungama Mobile, GSM Association, Roamware in pact for movies on mobile

Font Size   16
Hungama Mobile, GSM Association, Roamware in pact for movies on mobile

Mobile entertainment, which has been unorganised in India so far, is out to get a degree of semblance with nearly all Bollywood film-makers eyeing the mobile market pie. One such initiative is that of ‘Mobile Bollywood Initiative’, launched by Hungama Mobile, GSM Association (GSMA) and Roamware.

For this special initiative, they have tied up with film-maker Sanjay Gupta to produce 10 short films, which will be premiered at GSMA’s 3GSM World Congress at Barcelona this year.

Incidentally, Roamware is also the exclusive sponsor of the Sundance Film Festival: Global Short Film Project, a joint initiative of the GSMA and the Sundance Institute. Craig Ehrlich, Chairman, GSMA, said, “The Sundance and Bollywood communities represent some of the most creative, vibrant and diverse talents in the world, and we are delighted to be able to showcase these extraordinary films in Barcelona.”

Neeraj Roy, MD and CEO, Hungama Mobile, said, “From providing music, imagery, video and games, we are now preparing to introduce full features and this is a step in the same direction.” He further said that Hungama Mobile had worldwide exclusive rights to over 70 per cent of Bollywood content on the mobile and digital platforms. When queried on the pricing of the product, he said, “We already have a pricing structure in place for the songs and other multimedia content, but for this, we haven’t decided yet.”

Talking about the enhancement of user experience on mobile phones, Bobby Srinivasan, CEO, Roamware, explained about the various possibilities like ‘MediaCall’ and other value added services. He said, “Bollywood is a huge force in the global film market and we look forward to helping the mobile industry realise the potential of this partnership.”


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business