(12 June 2007 6:50pm)

MUMBAI: In a bid to take film branding to a new level, mobile2win has entered into an tie-up with producers Saregama for the latter's first film Chain Kulii Ki Main Kulii.

A mobile game with the film's title has been developed in-house and is now available for download on Java enabled handsets.

mobile2win India co-founder and country head Rajiv Hiranandani says, "The demand for Bollywood related content is going to increase with increased cellular penetration in smaller cities. mobile2win recognises this need for entertainment on fingertips and will continue to bring out games based on movies like Chain kulii."
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The game will put the player in the film's lead protagonist Karan's shoes and will help him rise from the orphanage to a member of the Indian cricket team.

Each of the four levels has objectives and are inspired from scenes in the film. If the game is finished within the specified time, the player gets a chance to win Rs 50,000 worth of Reebok cricket merchandise and the film's music CDs.

Chain Kulii Ki Main Kulii director Ken Ghosh says, "The good part about this game is that it mimics the characters from the film in their behavior and habits. So you have Zain (playing Karan, the protagonist of the movie) as the protagonist in the game trying to cross hurdles the way he has to as an orphan kid in the movie. Therefore the association is being subtly conveyed at a subconscious level. The idea is to get more and more people to know and get curious about the movie and it's unique characters before the release."

The mobile game can be downloaded onto any Java enabled handsets through major mobile operators like Airtel, Hutch, BPL, Idea, Spice, Reliance, BSNL, MTNL, Tata etc covering all circles across the country.