Hungama Digital Media to launch Brand Bipasha in digital space

Hungama Digital Media and Bollywood star Bipasha Basu have recently entered into a partnership to extend the actor’s brand, BB Loveurself, into digital space, which will span across multiple access points covering mobile and the Internet.

Speaking on the collaboration, Siddhartha Roy, COO, Hungama Digital Media, told exchange4media, “Over the past decade, Hungama has established its leadership in the digital and mobile space through its deep understanding of platforms, technology and creativity. While the company has created digital campaigns for leading brands and Bollywood films, an association with Bipasha Basu gives us an opportunity to create exciting digital properties that will establish her foray on digital and help her connect with her fans.”

The content to be disseminated will be based on Bipasha’s enthusiasm for fitness, her films and style quotient. Roy added, “We have created Bipasha’s official website – www.bipashabasunet.com – an official destination, where fans can get access to never-seen-before moments in Bipasha’s life, her journey as a film star, her body of work, her ideologies and complete lowdown on the philosophy of ‘Love Yourself’. Additionally, they can enjoy exclusive imagery and videos from Bipasha’s films and endorsements.”

The website also contains features where fans can connect with Bipasha through her Blogs and a first-of-its-kind service where fans can interact with the actor by dialing in 505464602. The user has to click on ‘Speak to Me’ tab on the home, which will redirect the user to the application. As the application loads, Bipasha Basu appears on screen and the user is prompted to dial the IVR number from his mobile. The moment the user dials in, Bipasha is seen talking to the user from the PC screen and the user can hear her on the mobile. The user gets to watch her speak about a series of things, including fitness tips, relationship tips and other tips to maintain a stress free and healthy lifestyle.

There is an exclusive feature as well that can be availed by the user on mobile too, called ‘Love Yourself’ pack. “Users can subscribe to a Love Yourself pack on mobile, which is available across telecom operators in India. Once you have subscribed, the alerts reach you either via SMS or voice alerts based on the subscription pack. This pack also enables you to download Bipasha Basu Love Yourself mobile wallpapers and get access to an exclusive calendar featuring her for iPhone users and shortly available to all handset users,” Roy added.

A subscription based service on mobile will also be introduced shortly, where users can preset an alarm, which will have Bipasha Basu’s voice waking them up in her signature style. The actor also has plans to launch her voice blogs, which can be accessed from the mobile, through which one get a complete lowdown on her shooting experiences, anecdotes, views on current topics, etc.

In addition to this, there’s a special package – ‘Talk to me’ – for Airtel users. It is a simple voice enabled service, where Airtel subscribers can dial in to an Interactive Voice Response Portal (IVR) and have a conversation with Bipasha. Roy explained, “On dialing, the user is lead to a live conversation, where he can hear Bipasha chatting with her other fans. The application provides a sequence number to each customer on the basis of their call. When the customer connects, he can enjoy a conversation with Bipasha before she moves on to the next call.”

On being asked about the time period for which Hungama is partnering with the Bollywood diva, Roy replied, “As a digital partner, Hungama is building a strategic plan for Bipasha Basu that will amplify her offline pursuits. Her digital foray will cover multiple access points and we will continue to develop newer and exciting propositions that will enhance Bipasha Basu’s connect and interaction with her fans.”