Yash Raj Films Partners ICE To Launch Smartphones And Tablets Under DHOOM:3 Brand
D:3 first movie franchise in the world to launch tablets and complete range of gadgets
16th November, Mumbai. In a first of its kind consumer market initiative, Yash Raj Films (YRF) today announced its partnership license with ICE X Electronics to launch Dhoom:3 (D:3) branded smart devices. This makes D:3 the first movie in the world to have its own tablet, smartphone and other accessories. The ICE line of unique D:3 devices, inspired by the movie’s emphasis on speed and quick response, will appeal to D:3 fans everywhere.
The Dhoom films produced by YRF have generated a huge fan following since the release in India of the first film in 2004. The Dhoom franchise has grown in stature over the years, and on December 20 the third film in the series, Dhoom:3, is set to open across India and around the world. Starring Aamir Khan as The Clown Thief, D:3 is Bollywood’s most anticipated movie of all time. Fans desiring to have something associated with the D:3 experience is what led ICE to develop some amazing merchandise.
ICE will manufacture and play a key role in designing and launching D:3 smart devices which will be offered both online and offline. The D:3 product line is anticipated to be available for purchase beginning later this month. Having a strong foot-hold and expertise in Android based devices, ICE has launched many devices in the Indian market catering to mass audiences in the past. Under D:3 branding, ICE will launch many variants from 4 to 7 inch size smartphones and calling tablets. Besides, it will also co-create accessories such as power banks, MiFi routers, Bluetooth speakers, etc. For D:3 accessories the focus is on youth specific gadgets, especially for people who are always on the go.
Commenting on this alliance, Rohit Sobti, YRF’s Vice President, Licensing & Merchandizing stated, “YRF looks forward to bringing enriching experiences not only in movies but also to the YRF merchandising we offer our fans. Products and Technology have always been trending in the global scenario, and YRF recognises the expertise and vision that ICE X Electronics brings to the development of innovative and technically sophisticated D:3 products. By launching D:3 tablets, smartphones and accessories, our objective is to participate in the dynamic communication revolution, by offering valuable and useful communicating devices. Our association with ICE will allow us to meet these objectives.”
“As a technology company with a very solution centric approach, we see every domain as an opportunity. The entertainment sector in India is exceedingly important, and our D:3 product line is a perfect blending of technology and entertainment. Not only are D:3 devices made of high quality materials, these products will contain exclusive YRF content and exciting preloaded apps,” said Mr. Ravi Jakhar, MD, ICE X Electronics. Prior to creation of its D:3 product line, ICE launched a limited edition tablet with Rajasthan Royals, the first such offering globally from a sports club. With launch of its D:3 devices, ICE has emerged as the leader in co-branded technology and communication devices.
This association has been facilitated by Total Sports Asia (TSA), and speaking on the partnership Mr. Vipin Nair Vice President Sales and Business Development said “we are proud to have enabled the deal between YRF and ICE, where the world will see the first line of movie branded technology products launched in India. ICE had followed a very unique approach in India’s handset crowded market; and by making a domain specific smart device it has shown that every sector offers hidden opportunities that can be tapped and leveraged on. YRF has always been very open to except new challenges and work on exciting projects. The D:3 smart devices will add new dimensions to the existing inventory of YRF merchandise.”
The first set of devices is likely to hit the market as early as end of this month.
About ICE X Electronics
ICE X Electronics is a Mumbai based technology company. It designs and manufactures an exclusive range of tablet computers, smartphones, and accessories. ICE started business in 2009 as a product development and technology solution company for several leading consumer brands. In 2012, ICE decided to give maximum benefit of innovation to end-customer and launched its own brand. In the year 2013, ICE also partnered with Rajasthan Royals, an IPL franchisee in India to launch a co branded sporting tablet for Royals. ICE products are currently sold across India through retailers such as Spice HotSpot and Big Bazaar, online portals such as Snapdeal and Flipkart and general trade channels.
About Yash Raj Films (YRF)
Yash Raj Films (YRF) is the foremost production company in the Indian film industry and Bollywood’s premier independent studio conglomerate. A number of the industry’s highest grossing films have been produced and distributed under the YRF banner. Located in Mumbai, YRF owns and operates a state-of-the-art fully integrated studio incorporating an elaborate post-production facility, merchandise licensing division, design, marketing, internet and digital departments that annually produce a slate of award-winning films. With its own talent management company, YRF also operates both music and home entertainment labels. YRF manages global distribution of its own films. In addition to Mumbai, distribution offices are maintained in New York, London and Dubai. Recently, the company announced its foray into international production with the opening of YRF Entertainment located in Hollywood. Through its combined resources, YRF is an integral part of the India’s entertainment industry. More information about the Company can be found at www.yashrajfilms.com. You may also connect with YRF on Facebook (www.facebook.com/yrf), Twitter (www.twitter.com/yrfmovies) ,YouTube (www.youtube.com/yrf) and Write to (firstname.lastname@example.org).
About Total Sports Asia
TSA is a fully integrated Sports Marketing business offering media rights distribution, TV production, events management, sponsorship and consultancy services to its clients working with Asian and international rights holders, corporations, government bodies, advertising agencies, sports federations and media platform owners. TSA’s strength lie in creating innovative ways to bring sports properties closer to the fans and consumers while generating maximum exposure and demand for its clients’ brands. www.totalsportsasia.com