Affle partners with HUL for mobile magazine on cricket

Affle has launched a mobile magazine on cricket, which is being sponsored by HUL’s Vaseline brand and will carry exclusive content presented about off field action on cricket.

e4m by exchange4media Staff
Published: Apr 29, 2011 12:52 PM  | 2 min read
Affle partners with HUL for mobile magazine on cricket

Mobile media firm Affle has launched the ‘Dressing Room’, a mobile magazine which features exclusive content about off the field action on cricket. The company developed this product to promote HUL’s Vaseline brand in collaboration with OMD.

The goal is to use the mobile phone to deliver behind the scenes news and entertainment stories, with content being created exclusively for the product, which will be accessed through either the mobile Internet, apps, or Affle’s mobile platforms. Some of the content will also be made available on sports portals and operator portals to reach out to more people.

HUL’s Vaseline will be the founding sponsor of this mobile magazine in India. This sponsorship has been enabled by OMD, the digital media agency for HUL.

Speaking on the mobile magazine, Anuj Kumar, Executive Director Affle (South Asia), said, “Affle has always created great mobile experiences around things which users do most often on their mobile devices. With the launch of this mobile magazine, we are confident of creating a mass platform for cricket fans to get a unique inside view to the fun off field cricket action. We believe that our strengths in building solid mobile technologies, having a great mobile consumer understanding and a large engaged audience for our popular mobile products gives a significant edge to ‘Dressing Room’ and would help it become a mass consumer phenomenon very soon. We are very happy to have HUL as a founding sponsor for this initiative and are confident of delivering great value to them.”

Biraja Swain, Vice President – Digital & Emerging Media OMD, said, “OMD takes pride in creating innovations that bring brands and consumers closer together. Our decision to partner with Affle was based on Affle’s in-depth knowledge, expertise and partnerships in the mobile eco-system. We strongly believe in this innovative product and looking to leverage this for one of our largest clients in India. We are confident that Affle’s ‘Dressing Room’ would thus provide Vaseline a great platform to better connect with the youth on their mobile phones at times when they would be consuming the entertaining, fun cricket content being made available on it.”

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