Affle launches Cricket Dressing Room - The first mobile magazine for cricket entertainment

One-stop destination for all off-the-field action on cricket. End Quote

(1888PressRelease) April 28, 2011 - New Delhi - Affle, Asia's leading mobile media company today announced the launch of 'Dressing Room' - a first of it's kind mobile magazine which features interesting and exclusive content presented in engaging formats from the off field action on cricket.

Through 'Dressing Room' consumers will now have access to behind the scenes news, dressing room action and off field entertainment stories about cricket on their mobile phones. Simple and catchy sections like 'Hot Khabar', 'Andar Ki Baat' and 'Time Pass' will provide all there is to know about the off-field action in cricket. These stories will be covered by three reporters - Foxy Lady, Rocky Bhai and Captain Sansani in their own unique style.

Content for 'Dressing Room' is exclusively being created by Affle's editorial partners and would be available to mobile users over mobile internet (http://m.cricketdressingroom.com), mobile applications and Affle's already popular mobile platforms. Some of this exclusive and behind the scenes content is also be made available in Dressing Room sections on top sports portals and operator portals to reach out to the most number of cricket fans in India.

Affle today also announced a partnership with Hindustan Unilever Limited (HUL) who's brand 'Vaseline' would be the founding sponsor of this mobile magazine in India. This sponsorship has been enabled by OMD, the digital media agency for HUL.

Commenting on this launch Anuj Kumar, Executive Director (South Asia), said, "Affle has always created great mobile experiences around things which users do most often on their mobile devices. With the launch of this mobile magazine, we are confident of creating a mass platform for cricket fans to get a unique inside view to the fun off field cricket action. We believe that our strengths in building solid mobile technologies, having a great mobile consumer understanding and a large engaged audience for our popular mobile products gives a significant edge to Dressing Room and would help it become a mass consumer phenomenon very soon. We are very happy to have HUL as a founding sponsor for this initiative and are confident of delivering great value to them'.

Speaking on the occasion, Biraja Swain, Vice President - Digital & Emerging Media OMD, said, "OMD takes pride in creating innovations which bring brands and consumers closer together. Our decision to partner with Affle was based on Affle's in-depth knowledge, expertise & partnerships in the mobile eco-system. We strongly believe in this innovative product and looking to leverage this for one of our largest clients in India. We are confident that Affle's Dressing Room would thus provide Vaseline a great platform to better connect with the youth on their mobile phones at times when they would be consuming the entertaining, fun cricket content being made available on it."

This campaign further validates Affle's commitment to mobile consumers about bringing them closer to their passions. Affle has successfully built exciting and popular messaging products like SMS2.0, SMSLive & Pinch in the past and also executed many large scale mobile activations for top brands. Over the last few years, Affle's business has grown significantly making it reach out to over 4.5 Mn users for its products and over 300 Mn users who could be targeted by brands for delivering mobile advertising campaigns to. This has been achieved through partnerships with leading carriers & publishers across Asia.

The 'Cricket Dressing Room' is a first of its kind mobile magazine - a one-stop destination for all off-the-field action, trivia, gossip on cricketers & locker room chats. It offers news and stories relating to the entertainment side of cricket and cricketers by capturing the latest dressing room antics, player quotes & off-the-field incidents. This content is exclusively owned and provided by Affle on multiple mobile platforms.

Affle is a leading international mobile media company with the headquarters in Singapore. Affle has consistently delivered innovations that enhance the user experience on mobile messaging and make mobile media a reality. Affle currently operates in Singapore, India, China, the UK, the US, Indonesia, Australia, Thailand and Malaysia. Affle's investors include Microsoft Corporation, Itochu Corporation of Japan, Bennett Coleman Company Limited (BCCL); Centurion Private Equity and D2 Communications.

Affle's solutions in the market at this time include - SMS2.0, SMSLive, Pinch, Affnet, AffleAds & Coufon.

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