MUMBAI: Pre-release, Yash Raj Films' new movie, Hum Tum has been in the news a lot and for all the right reasons!

First it was the tie up with Radio Mirchi, then came MTV, then Sony's Jassi Jaissi Koi Nahi, then Lay's chips... the list seems endless. The latest is that Asian Paints along with Wits Interactive has come up with an innovative interactive hoarding at Fame Adlabs in Mumbai, called 'iframe' which is movement sensitive. And of course the movie on the interactive hoarding is Hum Tum which is all set to hit the screens on Friday, 28 May.

'Iframe', the brainchild of Madison Media was developed by Wits Interactive.

Touted as India's first interactive movie poster, 'iframe' uses the Intelligent Content Distribution Architecture (ICDA), a proprietary technology developed by Wits Interactive to deliver an engaging, entertaining experience to the cinema going audience by converging different promotional media like print, multimedia and film.

'iframe' powered by the Wit engine, makes the content intelligent and beams full motion promos on detecting the presence of its audience. At a later stage, Wits is also looking at voice activation and personalisation of iframe.

Says Madison media director Rajiv Gopinath, "We wanted to do something different for our client Asian Paints and hence we thought of this. The tag line of Asian Paints is 'Somethings in life deserve a royal treatment' and we have used the Asian Paints Royale background as a backdrop for the interactive hoarding."

Asian Paints brand manager Manish Dubey said, "We believe that somethings in life deserve a royale treatment. This interactive poster is something very unique and it sure deserves that kind of appreciation, so we thought that 'iframe' required a special environment that we could provide."

Shringar Cinemas has been quite upbeat recently with innovative stuff like the Good Morning Shows and the sale of premier tickets of Hum Tum. Fame Adlabs also organised a Run for Abhishek contest with Go 92.5 FM when Bachchan Junior's movie Run was released. Shringar Cinemas' national head (marketing and sales) Deepak Netram says, "We have exhibition space in our theatre offering clients space for their ads. The cost and the space factor is not that important for us. What we are trying to do is enhance the viewers' experience at the theatre with such experiments. We have been pioneers in a lot of areas and this is just another step towards that."

When queried as to which 'privileged' movies would feature on this hoarding, Netram says, "We will inform Asian Paints about the movies that can be featured on iframe. But at the end of the day it will be Asian Paints' call as to which movie they want on 'iframe' because they want to associate with only a particular type of movie. On behalf of Madison and Asian Paints we will then approach the producers of that particular movie that Asian Paints wants to associate with."

Wits Interactive creative director Ninad Chhaya says, "We are looking at voice activating iframe at a later stage so that it will also be sound sensitive. We believe in helping companies increase their customer value and maximize return on relationships and that is exactly what we have done for Asian Paints. Iframe is the first of its kind hoarding in Asia."

The destination of 'iframe' will be in Fame Adlabs, Mumbai for the next three months. More iframes will be put up at other Adlabs too. It's surely innovation at its best and what with a voice sensor soon, it really couldn't get better than this... or could it?