mobile2win, one of India’s leading VAS player, has bagged the rights for all non-music content such as imagery, games, dialogues and non-music videos of the Sanjay Dutt-Arshad Warsi starrer ‘Anthony Kaun Hai’. mobile2win has also developed an ‘Anthony Kaun Hai’ (AKH) mobile game through an exclusive tie-up with Nikhil Panchamiya, the film’s producer. The game has been developed in-house using the latest Java technology.
Commenting on the initiative, Rajiv Hiranandani, Country Head, mobile2win India, said, “Indian consumers are looking for entertainment at their fingertips and mobile2win has recognised this demand and has thus brought AKH to the consumers on their mobile phones. Bollywood related content will get more popular with the increased cellular penetration levels into smaller cities and we are well positioned to meet this need.”
Producer Nikhil Panchamiya said, “We are very optimistic about this tie-up with mobile2win. The mobile phone has become an extra entertainment channel for today’s youth and we are very keen to explore this further with the mobile2win partnership.”
According to Hiranandani, “The primary objective for tying up with popular movies other than generating revenue is also to present exciting mobile content. Mobile phones are an extension of our lives and presenting mass related entertainment content like Hindi films and cricket ensures that our customers are entertained by simply clicking a button on the move.”
Commenting on mobile content that focuses on Hindi films and cricket, Hiranandani said, “Hindi films and cricket drive Indian masses. India today has 100 million mobile users and this number is expected to reach 250 million very soon. Most of these additional users will be from small towns and villages and these people do not have easy access to entertainment like people in big cities do. The only mode of ready and immediate entertainment for them will be the mobile phones that they will access anytime and anywhere.”
mobile2win has also created mobile content for popular movies like ‘Sholay’, ‘Lakshya’, ‘Naina’, ‘Dev’ and ‘Rang De Basanti’ in the past. This apart, the VAS player has also created content such as mobile yoga, mobile karaoke and cooking recipes from Tarla Dalal.