MAM
Indiagames to bring World Cyber Games on mobile
MUMBAI: Mobile entertainment developer and publisher Indiagames Ltd has signed an agreement with International Cyber Marketing (ICM), to host the World Cyber Games Competition for mobile phones.
According to this agreement, Indiagames Ltd can hold WCG mobile game competitions or related events using WCG title for 3 years. Also, it will engage in planning and operating mobile tournaments for and during WCG 2005 Grand Final as ICM’s mobile game partner.
Indiagames will be actively working with game publishers to select a list of official mobile game titles and launch gaming championships across all key territories in 2005 after the consultation with ICM. ICM has been deliberating mobile games to be included as WCG official games in the future. This agreement was signed in Singapore during the WCG 2005 SP (Strategic Partners) Conference where 38 of WCG strategic partners had gathered in Singapore, informs an official release.
Indiagames CEO Vishal Gondal says “With the advent of 3G and multiplayer gaming and the popularity of gaming competitions, it was important to bring to the mobile games industry a very respectable and truly global game competition. World Cyber Games is a global youth phenomenon which has brought together over one million players across the world for computer and video games. Looking at the size and the temperament of the mobile audience we hope to attract millions of participants and form the largest community of gamers across the world.”
Says ICM CEO Hank Jeong, “Based on the success in India, we’ll continue to develop new business opportunities using WCG brand with companies all over the world.” He added, “We’ll foster WCG brand to be equivalent to ‘Worldcup’ or ‘Olympics’ in the end by promoting brand value through constant investment and business development.”
ICM is the global organizer of WCG, which represents the world’s largest computer & video game festival including game competition, conference and exhibition. First held in Korea in 2000, WCG has been constantly striving for globalization all the way up to WCG 2004 in San Francisco last year, which marks the first-held event outside of Korea.
ICM will maintain the ‘host city’ concept which has first been introduced for the game competitions and WCG Grand Finals are expected to be held in foreign cities in the future. This year’s event, WCG 2005, will be held in Singapore in mid-November.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
