Bollywood Hungama launches exclusive Video Blogs for Wake Up Sid

By Satish Sundaresan -

August 19, 2009 - 12:00 AM IST

Dharma Productions in association with Bollywood Hungama (part of Hungama Digital Media Entertainment Pvt Ltd.) launched an exclusive set of Video Blogs for their forthcoming film Wake Up Sid on www.bollywoodhungama.com. The video blogs were unveiled on the website by Karan Johar and actor Ranbir Kapoor, who plays the lead character of Sid in the movie. The video blogs will also be available with all mobile operators through Hungama Mobile. This activity also marked the beginning of Hungama's relationship with Dharma Productions.

Speaking on the occasion, Karan Johar, producer of Wake Up Sid said, "Today marketing a film via the internet and mobile has become extremely important, especially if you want to communicate with a young audience. Wake Up Sid specifically, is a film that youngsters will identify with. Therefore we want to capitalize on the space where these kids are today; everyone has access to at least a mobile phone or is accessing the internet. Through our association with Hungama we will be at every digital touch point for the consumer over mobile and over the internet."

Addressing the media, Ranbir Kapoor said, "I'm very excited about Wake Up Sid and the video blogs will tell you how hard the entire team has worked to create this film. It's a great way for the makers of the film and for me to give our audience across the world, a first hand account of how the film was made, and to receive their feedback which is so necessary. Since the blog is available on the net and across all mobile platforms, everyone can access it anytime, anywhere!"

Neeraj Roy, Managing Director & CEO, Hungama also spoke on this occassion, "The film Wake Up Sid is about college kids and their lives. 75% of these kids spend their time glued to one digital screen- either the computer or their mobile phone. Hungama has taken the theme of the movie and created a relevant product for the digital platform. The video blogs bring alive the theme of the film, which, in a manner of speaking, is a catalyst in connecting the audience to the film. Today, digital marketing has become a medium to connect worldwide audiences with the stars and movie concept."

Wake Up Sid is a film about Sidharth Mehra (Ranbir Kapoor), a lazy, unmotivated slacker from Mumbai whose life undergoes a series of changes after taking his final year college exams. Sid's world is breezy, carefree, and without any true responsibilities. The most important elements in his life are his friends, his camera, his car, and his X-box 360. A series of circumstances and events compel him to take stock of his life and take a hard look at himself. Will he, at some point figure out what he's supposed to be doing with his life forms the crux of the story.

Wake Up Sid is set to release on 2nd October 2009.