Filmmakers, these days are looking to adopt innovative ways to promote their movies. This season, it is the mobile-marketing bug that has bitten them
Mobile2Win, a wireless marketing solutions provider promoted by Alok
Kejriwal of C2W, has been appointed as the exclusive creator of wireless
content along with Airtel for the upcoming blockbuster 'Lakshya'. The
concept for 'Lakshya' includes an exciting Java game where actor Hrithik
Roshan is fighting with the enemy. The game has different levels of
Mobile2Win and Airtel had teamed up earlier for a similar promotional mobile game for Shah Rukh Khan-starrer 'Main Hoon Na'.
An upbeat Rajiv Hiranandani, Country Head, Mobile2Win, "Airtel is the
leading player in the targeted circle. Besides, Airtel is always willing to
be associated with these kinds of promotional activities. The promotional
activity will continue for one month, beginning June 11." Content also
includes colour wallpapers, monophonic and polyphonic ringtones and
downloadable clippings from the movie.
Mohit Bhatnagar, Vice-President, New Product Development, Airtel, shares "Airtel has strengthened its leadership position in driving convergence
between the entertainment and the mobile phone industry. Exclusive content
of 'Lakshya' is now available as downloads only for Airtel customers. During
June, Airtel subscribers will have access to exclusive images, video-clips
and Java games related to the film."
The one-year-old wireless marketing solutions provider rolled out in China in 2002. In India, Mobile2Win started operations last year and has been able
to promote wireless marketing for around 70 top-rung brands including
Standard Chartered, Thomas Cook, Domino's and Coke.
Farhaan Akhtar, Director of 'Lakshya', comments, "The mobile revolution
enables filmmakers to access millions of prospective viewers in a direct
manner and creating the right feel by offering entertainment through
film-based games, wallpapers, and ringtones". It would be interesting to see
how this mobile promo meets its Lakshya.