Bollywood goes mobile with 'Zindagi Na Milegi Dobara'

In a first of its kind, Bollywood has employed mobile marketing idea to upcoming a new flick 'Zingagi Na Milegi Dobara', starring Katrina Kaif and Hrithik Roshan. Excel Entertainment has partnered with Aircel to offer a two-minute trailer of its upcoming movie 'Zindagi Na Milegi Dobara' exclusively to Aircel's 55 million subscribers.

Bollywood has chosen the mobile advertisement platform for creating the buzz about this movie via mobile phones. Directed by Zoya Akhtar, 'Zindagi Na Milegi Dobara'  is slated to be released in India on July 15, 2011. You can watch the sneak peek of the movie below:

Ritesh Sidwani, movie producer, says, "We felt we needed to go beyond voice to promote ‘Zindagi Na Milegi Dobara’ and therefore we came up with this idea. I think it will work fantastically because mobile reach is much wider… Many people and especially the young crowd watch promos on the Internet, so we felt it was better to go with this plan."

The movie is also getting promoted through other digital channels as Aircel has launched a dedicated ‘Zindagi Na Milegi Dobara’ tab on its 600,000 strong Facebook page. Those who are not Aircel subscribers can watch the sneak peek of the movie by just clicking the 'Like' button on Aircel Facebook page.

There's no doubt that it is a novel idea to promote an upcoming Bollywood movie through this channel as digital and mobile media are becoming quite popular. However, the efforts would have reached wider audience if other operators were included in the scheme as well. Anyways, it's the first step for Bollywood in the mobile advertising domain and we'll see more innovations in the coming days.