Rajinikanth comes to life from Kochadaiiyaan hoardings
Posted By : Animation Galaxy At 16-02-2014 11:35:09
Tags : Rajinikanth Kochadaiiyaan Hoardings
People will have to stand in front of the hoarding and send an SMS. This will activate the hoarding
Fans of south Indian superstar Rajinikanth will have the opportunity to interact with his virtual avatar in the run-up to the release of his film Kochadaiiyaan. Using augmented reality, producers Eros International and Mediaone Global Entertainment have developed interactive Kochadaiiyaan hoardings in association with Karbonn Mobiles.
Eros will deploy 500 interactive hoardings across India. People will have to stand in front of the hoarding and send an SMS. This will activate the hoarding.
This promotional tactic is an extension of Eros' alliance with Karbonn, wherein the latter will make a million special-edition phones. These phones will not only have a Rajinikanth signature but will also come pre-loaded with a Kochadaiiyaan app. The partneship is based on a revenue sharing model.
Sudhir Hasija, chairman, Karbonn, said, "We will roll out a million handsets by February-end or first week of March with a pre-loaded app for the movie. All the handsets will come with the signature of Rajinikanth. This is the first time any mobile handset maker is launching products with an augmented reality app."
About 70 per cent of the handsets will be smartphones (four models), between Rs 5,000 and Rs 15,000 each. The rest will be feature phones (two models), Rs 2,000 each.
While he did not want to give details on how much Karbonn will spend on promotions and how much it has already invested in the development of the app, he said Karbonn would put 400 hoardings across the country.
Majority of these will be in South India, followed by cities like Mumbai.
Eros will conduct promotions on its own.
Source - Business Standard
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