AirTel’s new marketing initiative targets the youth…

• AirTel announces tie-up for the promotion of Shahrukh Khan’s latest film Main Hoo Na
• AirTel develops the first of its kind interactive game for a “Hindi Movie” on GPRS platform
• Host of other exciting mobile applications to enthrall customers ranging from music messaging to ringtones, video clips and images
• AirTel customers to get a chance to meet none other than king Khan, Shahrukh himself

Hyderabad,May,2004:  AirTel, India’s leading cellular service provider, announced its tie-up for promoting ‘Main Hoon Na’ Shah Rukh Khan’s latest movie.  A slew of mobile applications ranging from mobile gaming, music messaging, ringtones and video clips from Main Hoon Na would be made available to AirTel customers. Besides, through an exciting SMS quiz, AirTel customers will get a chance to meet Shahrukh Khan in person.

Announcing the tie-up, K Srinivas, COO, Bharti Mobile Limited – Andhra Pradesh said, “AirTel is proud to be associated with our brand ambassador Shah Rukh Khan’s latest movie Main Hoon Na. Youth in India appreciate innovation and the earlier monochrome games which were meant to kill time, are now passé. Main Hoo Na real-time game in colour will set the change as we have used technology to deliver excitement and fun for the youth.”

Details About AirTel Expressing ‘MAIN HOON NA’

Main Hoon Naa mobile game:

AirTel has created a special game based on the concept of Snakes and ladder, which can be easily played on your mobile phones. The game has especially been created on the storyline of the movie and is based on the central theme of Shahrukh Khan going back to school to accomplish a critical mission. The game gives an in depth insight into each character in the film thereby making it a popular choice amongst the youth.

The Main Hoon Naa mobile game is a JAVA based game, downloadable from Airtel MASALA portal MASALA registration is free for all Airtel customers. Customers can also call AirTel’s 121-customer service for a free MASALA

Hear Shahrukh on 646

As a part of the host of voice services offered by AirTel on 646, for the very first time ever, AirTel users will get an exclusive opportunity to hear Shahrukh narrate memorable incidents about the movie. Not only this, the AirTel customers will also be greeted and addressed by Shahrukh Khan while downloading ring tones of the film. To top it all, AirTel customers can also dedicate songs from the movie to their loved ones by sending music messages.

Exciting Quiz content

AirTel Customers will also have an option of taking part in MAIN HOON NAA SMS Quiz contest where-in the customers stand a chance to walk away with exciting prizes. To win the MAIN HOON NAA SMS Quiz contest, AirTel Customers will have to send MHN to 500 and answer atleast 4 out of 6 questions correctly to become eligible for a Lucky Draw. The lucky winner can win from a host of exciting prizes like mobile phones, get an exclusive opportunity to meet the star cast or win the costumes of the stars.

Main Hoon Naa Ringtones

All AirTel customers interested in downloading the exciting ring tones of MAIN HOON NAA can also do so through SMS. The customers will just have to send MHN to 500. On sending the SMS, the AirTel Customer will receive a list of ring tones (along with codes for each ring tone).

Masala Portal:

Also, AirTel customers can visit Airtel’s “Masala Portal” and download special polyphonic ring tones, wallpapers, color logos and video clips of 15 seconds each from the movie “MAIN HOON NAA”.