MAM
T-Mobile, Sony announce global content deal
CALIFORNIA: T-Mobile and Sony Pictures Digital have announced an agreement for Sony Pictures Digital to deliver mobile entertainment and games services over t-zones, T-Mobile’s consumer portal.
The deal with T-Mobile is Sony Pictures Digital’s first global content partnership with a mobile operator and, covering Europe and the United States, is the largest mobile content deal undertaken by T-Mobile. The deal will enable users to download movie-related content including movie clips, screensavers, MMS pictures, theme tune polyphonic ring-tones, movie trailers and specially created Java games.
Nikesh Arora who is a member of the management board of T-Mobile International, responsible for data products and new business explains the strategy, “The mobile phone has become the window to an enhanced lifestyle. Entertainment will be one of the key drivers in taking data services to the mass market. T-Mobile has continuously believed in m-fun and the endorsement of large entertainment brands will only serve to accelerate the making of a new mobile market. With the movie industry worth in excess of $40bn dollars annually, content from movies will be a major feature in t-zones.”
Targeted at the download-savvy, m-generation (18 – 24 year olds), this Sony Pictures Digital content will provide a compelling user experience and drive the take-up of MMS handsets. Focused on delivering must-have content from new movies, mobile users will have wallpapers, screensavers and ringtones available for download from euro 1.49.
In addition, Sony Pictures Digital will be delivering Java games based on movies and TV shows with over 12 games to be made available on t-games including Stuart Little 2 and XXX, as well as titles from Sony Pictures Entertainment’s game show library including Wheel of Fortune and JEOPARDY! The deal provides significant potential revenue stream for T-Mobile and Sony Pictures Digital with downloadable games priced between euro 1.49 to euro 2.99.
The Sony Pictures Digital offering on t-zones will also include the ability to enter competitions for chances to win exclusive prizes including merchandise. This deal complements a series of content partnerships announced by T-Mobile, boasting 23 entertainment brands. This combination of content offerings, confirms T-Mobile’s leadership in the mobile data industry providing powerful content to some 10 million users. T-Mobile has six user-friendly channels of which three are dedicated to entertainment.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
