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Indiagames and EA to launch key mobile games
MUMBAI: Indiagames has signed an exclusive licensing agreement with Electronic Arts, a leading interactive entertainment company, that will bring EA’s roster of mobile games to consumers across multiple mobile carriers in India.
China’s wireless internet company Tom Online owns 62 per cent of Indiagames. Its key investors also include Macromedia Inc. and Cisco Systems Inc.
Kicking off with the release of EA Sports FIFA 06 this calendar year, the line-up of EA games available in India is unmatched. EA mobile accommodates players who have either a few minutes to spare or those looking for a deeper, more immersive experience.
Designed to be easy-to-use, all of the titles offer intuitive controls with gameplay that is fun for either five minutes or five hours. Capturing the essence of the hit franchises that inspired them, the mobile games are characterised by exhilarating gameplay, deep real-world sports rosters and advanced graphics.
The games initially released through Indiagames will include Need for Speed Underground 2, Need for Speed Most Wanted, NBA LIVE 06, Tiger Woods PGA Tour 06, EA Sports FIFA 06, FIFA Street 2, Madden NFL 06, SimCity and The Sims 2. Whether gamers are playing street-style soccer against top professionals in FIFA Street 2, building unique cityscapes in SimCity or looking for an adrenaline rush in Need for Speed Underground 2 and Need for Speed Most Wanted, EA’s wide breadth of titles offers something for everyone.
“We are thrilled to bring such legendary and popular games to Indian audiences. We are convinced that thousands of Indian fans will enjoy the opportunity to experience these games on their mobile phones,” said Indiagames CEO Vishal Gondal.
“Indiagames is a key partner for us as we expand our business from packaged goods to mobile content in the burgeoning Indian marketplace. They have a strong technological infrastructure and share our passion for delivering top quality entertainment. Indian consumers are quickly adopting a mobile lifestyle and we believe that this partnership will give people the opportunity to experience the fun and excitement of playing great games on their mobile phone,” said EA Asia Publishing president and managing director Jon Niermann.
MAM
Pee Safe launches Comfort Range, signs Smriti Mandhana
#BeInYourComfortZone campaign spotlights hygiene, confidence and ease
MUMBAI: Comfort isn’t a luxury, it’s a power play, and Pee Safe is batting firmly in that direction with a campaign that puts ease front and centre. The brand has rolled out its latest digital video campaign, #BeInYourComfortZone, alongside the launch of its new Comfort Range, while bringing on Smriti Mandhana as brand ambassador. The move ties product innovation with a broader narrative around confidence, positioning comfort not as an afterthought but as a daily essential.
The campaign leans into relatable, everyday moments where discomfort quietly chips away at confidence. Through a storytelling-led approach, it highlights how the right hygiene solutions can restore control and ease turning what is often a private concern into a more open, mainstream conversation. By doing so, the brand also nudges at long-standing taboos around intimate hygiene, framing comfort as both physical and emotional.
At the product level, the Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, designed to cater to different stages of the menstrual cycle. The emphasis is on combining protection with wearability products that promise freshness and reliability without disrupting daily routines.
Mandhana’s association adds a layer of credibility and cultural resonance. Known for her composure under pressure, she mirrors the campaign’s core message: confidence begins with feeling at ease. The choice of ambassador also signals Pee Safe’s intent to connect with a younger, more vocal audience that values both performance and authenticity.
The campaign marks a shift in tone for the category. Instead of focusing purely on functionality, Pee Safe is attempting to reframe hygiene as an enabler of confidence subtle, personal, yet impactful.
In a market often defined by hushed conversations, the brand is turning up the volume just enough to make one point clear: when comfort clicks, confidence follows.
