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Company release, March 17, 2005
New Delhi
Paradox Studios Limited, India's premier multiplatform game developer, announced the release of the mobile game 'Thums Up Everest Challenge,' in association with Coca-Cola India, the leading beverage giant. The game has been developed by Paradox Studios and is based on Thums Up's unique action packed brand campaign, the 'Thums Up Everest Challenge - 'Hai Dum?,' which provides Thums Up drinkers an opportunity to test their mettle on the slopes of Mount Everest.
Mobile games have now emerged as the latest tactic to be employed in promoting brand campaigns. 'Thums Up Everest Challenge,' developed exclusively for Thums Up by Paradox Studios, is the world's first ever mobile game to be used as a promotional tool in this way. Made available to the 10 million strong subscriber base of the Reliance India Mobile network, the game sports a contest that promises the winner a Royal Enfield THUNDERBIRD specially customized for THUMS UP.
Paradox recently partnered with Bollywood to release a promotional mobile game based on the movie Jurm, which saw close to 150,000 downloads on the first day of its launch, and is now following up with yet another novel project -'Thums Up Everest Challenge'. No amateurs to the field of branded development, Paradox has developed a string of prestigious international titles like Jean Claude Van Damme, the PRO BMX Stunt teams, Aussie racing legend Peter Brock and Targa rally before turning its attention to the home front.
Speaking at the launch, Salil Bhargava, Chief Marketing Officer, Paradox Studios, said, "As demonstrated by our alliance with KPS Films' Jurm, Paradox is always game to explore revolutionary new strategies to market its latest titles. As the first ever mobile game to promote a brand campaign, 'Thums Up Everest Challenge' gives millions the opportunity to experience the thrill of the adventure contest from the comfort of their mobile phones. The game's release marks the beginning of an era where mobile games are seen as a powerful medium to generate nationwide brand awareness. Talking about the tie-up, Mr. Vikas Gupta, Vice-President Marketing, Coca-Cola India said, "We're glad to be a part of this unique endeavor. Based on the actual challenge, the game goes well with Thums Up's association with extreme sports & its popularity amongst the youth. We're confident that the game, with its thrilling & addictive content, will definitely spark an interest about the challenge among the large mobile user populace in India."
To broaden its appeal and achieve maximum exposure for the Campaign, the Thums Up Everest Challenge' game is currently available for free on the Reliance India Mobile network
About the Game Play
Guide our intrepid rock climbing hero as he strives to climb a mountain
and earn his reward - a bottle of Thums Up!
Dodge the falling rocks, logs and boulders. Avoid treacherous ice patches,
defend yourself against angry birds and make sure you don't run out of rope.
Every collision will reduce the amount of rope you have, you can collect
more rope by moving over rope icons. If you run out of rope you will fall.
Each level will be timed and there will be ample bonus scoring and power
up opportunities.
Players will be able to submit and view their scores on the network with
10 million other RIM customers.
Prize winners will be selected from the highest scores.
About Paradox Studios Limited
aradox Studios Limited is a wholly owned subsidiary of Reliance Infocomm and among the leading game developers in India, with a portfolio that spans more than 100 titles for wireless devices. The company also develops innovative, high-quality single and multiplayer games for other platforms as the PC and Web. Paradox's multiplayer wireless games are available live on the Reliance India Mobile Network, with their single player games clocking 750,000 downloads a day on the same. Paradox's games are available with carriers like Reliance India Mobile and Hutch (Thailand), and are also distributed across the US, Europe and Asia and South Africa. For further information visit www.paradox-studios.com.
About Coca-Cola
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Sunfill, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India.
For further information on company's Indian operations and its products, please visit www.cocacolaindia.com and www.myenjoyzone.com
For further details contact:
Piyali Dasgupta Perfect Relations,
Tel: 24314440
98100 91403 |
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