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Mobile2Win ties up with Airtel to promote Lakshya

14-June-2004
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Mobile2Win ties up with Airtel to promote Lakshya

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 all.

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 difficulty.

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.

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