Kambakkht Ishq enters the digital space with Hungama Digital Media

July 1, 2009 - 12:00 AM IST

In an era where everyone has access to at least one digital screen: mobile or computer, the makers of Kambakkht Ishq and Hungama Digital Media (Hungama) today announced the launch of a unique bouquet of digital promotions that gives Bollywood fans across the country, a connect with the film anywhere they go. The digital services which are conceptualized, designed and executed by Hungama aims to create fervor and excitement about the film through varied avenues like the Kambakkht Ishq mobile game, a mobile Voice VAS service by Akshay Kumar and Kareena Kapoor and a blog written by the film's director Sabbir Khan on www.bollywoodhungama.com 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. In the mobile voice VAS service, Akshay Kumar reveals a few of his stunt tips for all the young aspiring stunt men; and Kareena Kapoor advices women on beauty tips. All people have to do is pick the phone, dial a number and listen to the stars of Kambakkht Ishq speaking to them. Commenting on these unique initiatives, Neeraj Roy, Managing Director and CEO, Hungama Digital Media 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." Elaborating on this, Sajid Nadiadwala said, Kambakkht Ishq is an action-packed, romantic comedy that will appeal to everyone. This movie also tickles the 'war between the sexes' that the youth will especially connect with. We needed to promote the film through platforms where youngsters are present and today I see every young boy or girl digitally connected, either with a phone to their ear or their eyes on a computer screen. We at Nadiadwala Grandsons are very keen on exploring innovations in marketing, and Hungama has given us a great platform to create some fun elements of the film." Added director of Kambakkht Ishq, Sabbir Khan said, "This film is extremely unique in the way it has been written and directed and keeping in line with that I wanted to promote this film through distinctive platforms. Since this film also stars international celebrities like Sylvester Stallone, Denise Richards and Brandon Routh, I thought it would be best to use the digital platforms that give fans in international markets an insight of the film before its release. I am extremely excited about the blog on Bollywood Hungama to keep fans updated with the latest about the film." The stars of the film Akshay Kumar and Kareena Kapoor were also present during the launch today. "I have always looked forward to doing an exciting film like Kambakkht Ishq and the film being translated into a game and a voice service on the mobile platform. Both these are extremely innovative and entertaining. I hope my fans especially enjoy the 'Stunt Tips', but they must all be very careful while doing them," said Akshay Kumar. Kareena Kapoor added,"I loved sharing my style tips with my fans. I hope all the ladies love all my style tips" Each and every filmmaker wants to give his film immense attention before its release to create a space in the audiences' minds that does not merely create awareness but instead goes a step further to ensure a 'buy-in' to the film by creating a sense of anticipation and excitement. Kambakkht Ishq is a perfect example where digital marketing is used beyond just run of the mill concepts to using the platforms to connect people with the stars and movie concepts.