SAN FRANCISCO: Jump Games, a division of Reliance Big Entertainment Company, selected VSC Consulting and its sister agency, Ethnik PR, to build its brand awareness in the US.
The combined contracts are worth more than six figures, according to a source close to the deal. Jump Games selected the two agencies following a competitive review, said Amit Khanduja, EVP of global operations for Jump Games.
Khanduja said Reliance opted to expand its mobile games division following Census data that reports there about 2.9 million South Asian Americans in the US. The company expects to launch into the US market later this year, but has not yet announced which distributors it will work with for it.
“Our primary message [to the business media] is that we have opened operations in the United States and are actively trying to recruit more content for North America and more distribution across North America,” he said.
Vijay Chattha, founder of Ethnik PR and VSC, said VSC will generate coverage in the business, tech, media, and trade press.
“Our [business] message is, this is a rising brand from Asia – like Sony was in the 1980s,” Chattha said. The outreach includes media such as The Wall Street Journal, The New York Times, mobile outlets, The Hollywood Reporter. Chattha said the announcement of the expansion has already garnered coverage in several of those outlets.
Ethnik PR will create awareness among the South Asian community about Reliance's titles and games. Chattha said the message will emphasize that Jump mobile games have Bollywood and Indian cultural themes.