Affle Launches Cricket Dressing Room – A Mobile Magazine for Cricket Entertainment

The cricket season is at its peak in India with first the ICC World Cup and now IPL tournament. The game of cricket runs through the blood of a billion Indians. Indians are ever hungry for content related to Cricket. To satiate this demand of cricket fans, Affle has announced the launch of ‘Dressing Room‘ – a first of it’s kind mobile magazine which features interesting and exclusive content from the off field action on cricket.


According to IAMAI, India has more than 700 million mobile users. The use of internet on mobile is also increasing day by day with decreasing prices of net-ready handsets and the growing popularity of social networking sites. Users also stay updated with latest cricket scores and other news on their mobile phones.

With Affle’s mobile magazine ‘Dressing Room’, consumers can access behind the scenes news, dressing room action and off field entertainment stories about cricket on their mobile phones. Consumers can access this content on the portal from their mobile phones.

Affle 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, “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 gives a significant edge to Dressing Room and would help it become a mass consumer phenomenon very soon.”

Affle is an international mobile media company with the headquarters in Singapore. It currently operates in Singapore, India, China, the UK, the US, Indonesia, Australia, Thailand and Malaysia.

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