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Indiagames to create mobile content for ‘Son of the Mask’
MUMBAI: Mobile entertainment developer Indiagames has entered into an agreement with New Line Cinema, a unit of Time Warner, to bring wireless content based on Son of the Mask, the sequel to the 1994 runaway hit The Mask.
The wireless content, which will be available beginning February 2005, includes mobile games, wallpaper, screensavers, ring tones, voice ringers, and alerts.
A decade after the legendary Mask of Loki wreaked havoc on the life of an unsuspecting adult, the magical mask finds its way into the possession of a child in the family comedy Son of the Mask, scheduled for a 18 February 2005 release. When cartoonist Tim Avery’s (Jamie Kennedy) new son is born with the Mask’s spectacular powers – to the dismay of the family’s jealous dog – it turns the household upside down and launches a kid versus canine battle for control of the Mask. But unbeknownst to them all, Loki (Alan Cumming) has come looking for his mask and is willing to do whatever it takes to get it back, informs a company release.
Featuring incredible special effects work from the academy award-winning industrial light and magic team and Tippett Studio, Son of the Mask is directed by Lawrence Guterman (Cats & Dogs) and written by Lance Khazei. The film is scheduled for a February 18, 2005 release.
Indiagames CEO Vishal Gondal says, “The Mask properties have been very popular the world over and has been successfully translated into T.V., games, toys, video games and other merchandise. Indiagames is happy to be associated with this mega property for mobile phones and thinks it is one of the best properties that Indiagames can leverage across its global distribution network.”
“We’re excited to see this game bring all the fun of Son of the Mask to mobile phones around the world,” adds New Line Cinema, Worldwide Licensing and Merchandising, senior EVP David Imhoff.
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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.
