The Java mobile game, developed by Mobile2Win, contains elements of the Thums Up 'Everest Challenge Hai Dum?', offering an opportunity to scale Mount Everest with a trained mountaineering group and win a cash prize of US$22,750.
Abhijit Datta, brand manager, Coca-Cola India, said: "Wireless gaming in India is expanding at a phenomenal rate and finds huge favour with our core target group. It's an engaging medium and helps create a high level of interaction with the brand."
"It's the first-ever branded game to be launched in India by us," said Rajiv Hiranandani, country head, Mobile2-Win. Bonus points will be awarded to players who download the game and who get other users to download it. Users can check cumulative scores by sending SMS.
