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Hungama Digital Media has conceptualized, designed and executed the digital services to capture the playful and romantic elements of the film and create excitement about the film before its release. Commenting on these unique initiatives, Neeraj Roy, Managing Director and CEO, Hungama Digital Media said, "The rapid growth of the internet, and mobile phone market in India, advent of the smart phones, are all signs of a lifestyle that is interactive and dynamic. Today people want their television set also to interact with them and through our promotions of Love Aaj Kal on Tata Sky, Hungama has made this interaction possible. Digital media allows consumers to sample and consume content wherever they are, whenever they want it. At Hungama, we use our expertise on these platforms to create services for films that does not merely create awareness but instead goes a step further to ensure interaction with the film."
Saif Ali Khan and Dinesh Vijan, producers of Love Aaj Kal also expressed their views, "We at Illuminati wanted to promote the film on much larger platforms, which reach out to audiences all across the world and the digital media helps us blur the lines across geographies. Another aspect the film addresses is the difference between 'love yesterday' and 'love today'; most youngsters today are connected digitally through at least one of the three digital screens, so one can only begin to imagine the kind of interest that will be generated for Love Aaj Kal through these digital initiatives."
Love Aaj Kal has been co-produced by Eros International. Kumar Ahuja, who heads the New Media Innovations Division at Eros International said, "We are excited about promoting Love Aaj Kal, which is one of our biggest releases this year, through our association with Hungama who have developed some highly exciting and innovative content for our films. Recognizing the importance of digital marketing in a film's promotion, Eros continues in its endeavour in providing exciting new media content, which will help create maximum visibility for the film to today's growing generation of digital savvy consumers"
A brief description of the Love Aaj Kal game and application developed by Hungama:-
'Love Aaj Kal' Game
The game created for Love Aaj Kal is an arcade game with a Bollywood twist, tailor-made to give the player information about the movie and its concept. The game puts the player in the shoes of the two male protagonists of the movie, Saif Ali Khan and Rishi Kapoor. In these roles, the users will be asked to collect various objects to woo their respective sweethearts, whose roles in the movie are played by Deepika Padukone and Neetu Singh, respectively.
'Love Aaj Kal' Social Networking Site application
The social networking site application captures the central concept of the film, which is about the differences in the love and life between two immediate generations. The Social Networking application, 'Love Aaj Kal Ice Breaker' allows users to send Icebreakers or introductory lines to anyone in their friends' list. The top icebreakers will then be selected for an online contest. This application is available on the major Social Networking Sites such as Orkut and Facebook.
With India being one of the fastest growing mobile and Internet markets, Bollywood movie marketers clearly cannot ignore the digital space anymore. Movie marketers are constantly exploring the potential of these mediums to reach out to people across different ages, segments and genders.