(12 February 2009 2:30 pm)

MUMBAI: Gone are the days when social networking sites were only used as platforms to rekindle old friendships. Today, the space conveys a definite opportunity to digital marketing where it can be explicitly utilised to connect with the right set of target audiences. And, this is what Red Chillies Entertainment's Billu has rightly discovered.

The film has tied up with Hungama Digital Media Entertainment to launch the special ‘Dosti Ke Rang, Shahrukh Ke Sang’ application wherein Hungama is creating a collision of the film world of Billu and the digital world of social networking networks.

Part of the film’s marketing and promotion activities, the application will help create a reunion between an individual and his/her old friends over the web. Once the application is downloaded, individuals can create a group photograph of their gangs wherein Shah Rukh Khan will be a part of it, standing in the centre of the picture. Each picture will be signed by the actor himself.

The application will also allow individuals to interact on a designated message board with the gang. Furthermore, Khan will pick one gang and attend their actual reunion, hosted by Hungama Digital.

Hungama Digital Media Entertainment MD and CEO Neeraj Roy said, “With Billu, Hungama has taken the theme of the movie and created a relevant product for the digital platform. The application ‘Dosti Ke Rang, Shahrukh Ke Sang’ brings alive the theme of the film on social networking sites, which are also catalysts in reconnecting old friends.”

Meanwhile, Hungama has also developed four other products as part of the 'Billu promotion initiative' across the digital and mobile space.