Hungama launches digital promotions for Hindi movie Kambakkht Ishq

The makers of Hindi movie Kambakkht Ishq in association with Hungama Digital Media have launched a bouquet of digital promotions that aims to create fervor and excitement about the film. The digital promotions include a Kambakkht Ishq mobile game, a mobile Voice VAS service by the film’s lead stars Akshay Kumar and Kareena Kapoor, and a blog written by the film’s director Sabbir Khan.

According to Hungama, the Kambakkht Ishq mobile game is a 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 fast paced racing game to complete the game. In the mobile voice VAS service, Akshay Kumar reveals a few of his stunt tips for the young aspiring stunt men; and Kareena Kapoor advises women on beauty tips.

Neeraj Roy, MD and CEO, Hungama Digital Media, has 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.”

Sajid Nadiadwala, producer of Kambakkht Ishq, has 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.”