The digital domain, in particular the space of mobile web and apps, is clearly emerging as the fastest growing bed of marketing innovations.
In a unique initiative, Nokia has partnered with RockeTalk, a mobile social networking application from India, and Maxus India to launch Nokia Mobile Antakshari, an audio game show, allowing Nokia users from anywhere in India to participate simultaneously on their mobile phones – singing, answering questions and accumulating points.
Viral Oza, Director – Marketing, Nokia India said, “Nokia has been synonymous with digital music in this country. We have pioneered many initiatives in this space starting with pre-installed music, launch of music albums on mobile phones, Nokia Music Unlimited and now Mix Radio for our Lumia smartphones. Mobile Antakshari is an interesting concept and has provided us with the perfect fit to connect consumers with Nokia Asha smartphones. Nokia Mobile Antakshari will enable millions of music lovers across the country to engage with their favorite game.”
The highlight of the show is a final gala round, where shortlisted players will get a chance to perform and compete against each other while audiences of more than 8.6 million RockeTalk users listen to them. Over two lakh users from all over India are expected to actively participate in the game, showcasing both, their knowledge of Bollywood music and their singing prowess.
Commenting on the breakthrough campaign that has opened new engagement possibilities on mobile, Unny Radhakrishnan, National Director – Digital, Maxus India said, “At a time when digital marketing is growing more aggressive on just social ‘presence’ of brands, this signals an interesting shift towards ‘social media engagement’, where Maxus India, Nokia and RockeTalk are breaking new grounds with Nokia Mobile Antakshari.”
The RockeTalk application, where the show is hosted, is supported on most phones that are GPRS-enabled – both Nokia feature phones and Nokia smartphone. This means that people from towns such as Trichy and Gorakhpur can pit their Antakshari skills against people from metros such as Mumbai and Delhi.
Vinod Thadani, COO, Mad House India said, “I have always believed that marketers and brands are waiting for mobile properties to create the necessary user-frameworks and marketing-frameworks which create effective differentiation in eyeballs – not just quantitative but also qualitative. RockeTalk appears to have innovated and Nokia has shown faith in it. If more mobile properties, especially the bigger social names were to enable customised engagement, monetisation would not be far behind.”
For users and marketers, the emphasis is evidently now on experience: richer and beyond the traditional my-friend-your-friend variety. At such a juncture, this initiative is likely to be a paradigm shift for digital marketers and consumers alike, said an official release.
Sameer Agarwal, Chief Marketing Officer, RockeTalk, explained the premise of RockeTalk’s effort, “These days most social platforms offer nothing more significant than banners, likes and posts. RockeTalk differentiate itself by creating customised engagement solutions, branded social programming and multimedia activities over a growing base of over 16 million registered users. The Nokia Mobile Antakshari is just one such example – albeit something we believe will be a trendsetter.”