BUSINESS OBJECTIVE
There are constantly more and more innovations taking place in the broad spectrum of the mobile arena. Airtel and PlanMan Life wanted to build on this innovation with relation to the release of the film Rok Sako To Rok Lo.

HUNGAMA MOBILE SOLUTION
Instead of evoking excitement about the film through conventional means like an SMS contest and movie downloads, Hungama partnered with PlanMan Life to premier Arindam Chaudhuri’s ‘Rok Sako To Rok Lo’ on select Airtel Mobiles.

The world’s first ever premiere of a movie on the mobile platform, ‘Rok Sako To Rok Lo’ was aired on 9th December - a day before its worldwide release. The movie was streamed live and customers (with EDGE enabled Airtel handsets) had to tune in on the scheduled time to catch the college caper. Airtel took strict measures to ensure the movie couldn’t be downloaded or copied. The Airtel-RSTRL association proved to be a tremendous success with Airtel EDGE users, across 12 Indian cities, watching the movie for free by accessing the Airtel Live! WAP portal on their handsets. By premiering the movie on the mobile, PlanMan Life has strengthened RSTRL’s position as a movie that is clearly a first for Bollywood. Needless to say Airtel users got the extra ‘EDGE’ by watching the movie before the rest of the world.

Client Speak
“Given Airtel's focus on getting movie content to the mobile platform, this was a unique opportunity for us. By launching a full length feature film on Airtel EDGE enabled handsets, an entire day before its world-wide premiere, we created yet another attractive and world's first value-based proposition for our consumers.”

-Mohit Bhatnagar (Sr. Vice President – Marketing, Airtel)