Sahara Filmy, the Hindi movie channel from the Sahara stable has launched a new game, Filmy Stock Exchange (FSE).

Based on the principles of a regular stock exchange, it will reflect the share price of a filmstar at any particular time.

FSE is available on the mobile and the internet. The user has to register in order to play the game. In the beginning of the game (on registration), the contestant will be given 1,000 Filmy Rupees - registration is free - to create a portfolio of his chosen celebrity. The stock prices change every hour on the basis of the trading trends - the actor's box office performance, industry news and gossip. The gamer can use the initial amount to buy or sell designated shares on the Exchange.



The game has a brand endorser in Arshad Warsi, who is in the news for his recent performance in Lage Raho Munnabhai. Warsi will introduce the game to viewers of Filmy. "Arshad's current standing at the box office makes him the right choice for FSE, because he is a star who is perceived to be young and successful at the same time," says Shailesh Kapoor, head, marketing & content, Filmy.

If the game will be promoted by the channel why has it been not introduced as a game show on the channel rather than being introduced on the internet and mobile? "The basic idea was that FSE can be played 24X7 any time from anywhere," explains Kapoor.

The channel will have constant updates on Filmy in the form of 30- or 60-second promos, which will keep the player updated on what's happening in the FSE. In addition to this, the promos will also give the players tips and tricks to play the game better.

Once the portfolio, created by the user, crosses 1,200 Filmy Rupees, the surplus amount can be redeemed for a prize. The prize list includes automobiles, bikes, television sets, watches and mobile phones. Filmy has partnered with MSN India for the game to be played on the Internet. On mobiles, the user can play it by messaging a short code to 9090.

Why was this game launched? Says Kapoor: "We wanted to extend the Filmy brand experience off-air - to other media like mobile and internet. In today's competitive environment it is important that the viewers can experience the brand in many different ways, and FSE is designed to achieve exactly that."