Lights...Camera...Hungama. It was show time as one of the biggest names in Digital Media and Entertainment-Hungama tied up with one of the biggest films of the year Kambakkht Ishq for a special digital promotion. Hours before the event could actually start at the popular night club Enigma at Mumbai's J.W. Marriott Hotel, media persons already had their cameras ready to capture all the action set to take place.

Mr. Neeraj Roy (M.D. Hungama Digital Media) kick started the event in grand style as he spoke about the special digital promotions that his company had executed for Kambakkht Ishq. An AV showcasing the special 'Kambakkht Ishq Mobile Game' was also played on the big screen. The 'Kambakkht Ishq Mobile Game' is a fun-filled racing game which allows users to play the role of Akshay Kumar and highlights the bittersweet gender wars between the two protagonists of the movie. The user has to complete various stunts and collect objects in the exciting and fast paced racing game to complete the game. Neeraj Roy also spoke about the unique mobile Voice VAS created by Hungama which has Akshay giving his 'Stunt Tips' and while Kareena giving her 'Style Tips' since the duo play a stuntman and a supermodel respectively in the film.

Commenting on this association Mr. Neeraj Roy said, "India is the fastest growing mobile market with over 400 million subscribers; and with over 50 million people accessing the Internet, movie makers clearly cannot ignore the digital space anymore. With Kambakkht Ishq, we have explored both the internet and the mobile platforms, with promotions that capture the essence of the film that has such a great international appeal."

Next up was director Sabbir Khan who is making his debut with this film. Sabbir spoke about the expectations riding on the film and also made it clear that Kambakkht Ishq is an out and out entertainer which would completely satisfy every hardcore Bollywood buff. He said, "If anybody has been really missing Bollywood, this is the film to go and watch."

Most importantly, Sabbir also shared his experiences blogging about the film on www.bollywoodhungama.com and said that he really enjoyed connecting with his fans and sharing interesting facts about the film through a unique digital medium such as a blog.