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Mumbai, October 12, 2009: Audiences now have a chance to experience the adventure and thrill of ‘Blue’ on their mobile as well as PC with the launch of its digital promotions in Mumbai today. Hungama Digital Media, South Asia’s largest mobile & digital entertainment company, in association with Samsung announced the launch of ‘The Blue Blaze’ a PC and mobile game and Digital Promotions of the movie ‘Blue’. Making splash this Diwali, Blue is being presented by Shree Asthavinayak Cine Vision and stars Akshay Kumar, Sanjay Dutt and Zayed Khan while Lara Dutta and Katrina Kaif add the glamour quotient completing the star cast.

The digital promotions of Blue will reach out to the audiences on social media through an innovative campaign for users on Twitter, Facebook, Orkut and a ‘Blue zone’ on Bollywood Hungama. The Blue Zone on Bollywood Hungama is a one of its kind rich media innovation for a Bollywood film. The Blue Zone takes the audiences to an underwater theme on the web which submerges their page into the secrets of the ocean and recreates the theme of the film for a complete ‘Blue’ experience. “The association with the Blue Blaze will give us an opportunity to reach out to the highly connected youth of today using the very entertaining and absorbing platform that the film Blue provides.” states Mr. Asim Warsi , GM-Marketing , Samsung Mobile.

Commenting on the launch, Punyashlok Bhakta, Hungama Digital Media said, “The digital platform is posing opportunities for concepts like Blue to connect with the audiences and create curiosity through experiential concepts. Bollywood fans enjoy new concepts that break the monotony of their regular internet world. An underwater action thriller is a perfect setting for digital innovations and we hope to create the ‘Blue’ experience as the film releases of the film on October 16.”

Zayed Khan, star of The Blue Blaze and the movie Blue, was present during the launch today. “With Blue, audiences are in for action sequences that will keep them on the edge of their seats. The game is here to give you a sneak preview of what is coming your way on October 16. Underwater action and one-on-one battles with sharks make it an exciting concept for a game and cool innovations on the web. Hungama has re-created the sea and developed an action packed concept for movie audiences and gamers alike.”

‘The Blue Blaze’ is a thrill-a-minute multi-level game which delivers an innovative and exciting experience to the player, pitting him against the perils underwater. Developed around the deep sea explorations of the film, the game is all set to give you the adrenaline rush and accelerates as each new level unfolds. The racy plot begins with a bare handed skirmish with sharks, moves into deep sea diving, reveals the secret of a forbidden treasure and a buried past, flirts with death at the hands of the mafia and goes straight into the treacherous waters again. The players also have a chance to flirt with the star cast of ‘Blue’ as the game features the stars of the film as central characters.

The Blue Blaze game offers a hi-octane preview of the adrenaline charged world that the viewer can expect in the movie. As you play Blue Blaze, you also get to view snippets about the movie and its main characters. The game is available on the movie’s official website http://www.bluethefilm.com/ and on www.bollywoodhungama.com/blue. It is also available on all telecom operator platforms.

About Hungama Digital Media:
Hungama Digital Media Entertainment Pvt. Ltd. is the largest aggregator, developer, publisher and distributor of Bollywood and South-Asian entertainment content in the world. With partnerships with over 305 content creators, Hungama has licensed worldwide exclusive digital rights to over half a million music and video titles. We provide content to consumers in 37 countries, with more that 145 partners across the world. Hungama has successfully managed more than 2000 mobile and digital campaigns for as many as 300 brands globally. The business has built its expertise in the following areas- Mobile Content, Mobile Marketing and Mobile Media. Through its own universal Short Code 54646, Hungama Mobile is accessible to over 400 million subscribers within ALL the networks. For more information, please visit http://www.hungama.org/

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of two business units: Digital Media & Communications and Device Solutions. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit http://www.samsung.com/.