MUMBAI: Aishwarya Rai unveiled J.P. Dutta’s latest film Umrao Jaan on the digital entertainment platform Reliance Mobile World, which is accessible to over 26 million subscribers of Reliance Communications.
Apart from Aishwarya, the film stars Abhishekh Bachchan and Shabana Azmi amongst others.
The launch event of Umrao Jaan, set in the surroundings dating back to 1840’s, on the high speed mobile entertainment platform, Reliance Mobile World, was held across 17-cities through a video conference. The video clips, wallpapers and ringtones of Umrao Jaan would be immediately available on Reliance Mobile World.
Dutta also announced a reverse auction of outfits worn by Aishwarya Rai in the movie exclusively on Reliance Mobile World. The collections from the reverse auction of Umrao Jaan outfits would go towards charity. This will the first-of-its kind reverse auction on a mobile platform across the world in which over 26 million individuals would be able to participate.
“Digital platforms across the world are being redefined and mobile devices are becoming a popular medium for entertainment. We at Reliance Communications are glad to present the legendary Umrao Jaan, to over two crores of our customers. Reliance Communications believes that the power of telephony extends much more than voice and SMS functionality. It is our continuous endeavour to offer a range of mass appealing as well as customised applications and services on Reliance Mobile World,” said Reliance Communications head branding Sanjay Behl.
“Umrao Jaan is a film that brings Indian music and culture to the youth and cutting edge technology, made available by Reliance Communications is the best way to reach the real audience-the new generation of cinema lovers,” added Dutta.
“It has always been our endeavour to take the cutting edge technology to the doorstep of the common man. Thanks to our broadband platform and pan-India reach with 241 broadband outlets in 105 cities, we created ground level excitement about the film Umrao Jaan by conducting an online quiz contest. Out of 5000 customers who participated in this online quiz over the last three weeks, today over 60 winners of this contest from 16 cities got a chance to meet up with Aishwarya Rai and the star cast over our video conferencing facility without having to travel. We at Reliance World have and will always provide broadband solutions that touch and impact lives of Indians,” said Reliance Communications head marketing and product management Sunil Buch.