BigAdda, the social networking site from the Reliance ADA Group, has joined hands with Yamaha to launch India Bike Rally - Bharat Ki Khoj. The media launch is scheduled to be held on October 1, 2009, wherein people will be invited to participate and register themselves. This drive will continue for a month and in November, the selected 20 participants would hit the road. The rally is for 20 days and is scheduled to end towards the last week of November.
BigAdda will be taking a multimedia campaign approach comprising print, radio, retail and outdoor. The social networking site will also be scouting for a television partner for its two-month (October-November) property. The marketing budget or ad spends couldn’t be ascertained at the time of filing the report. Ideas@Work is the creative agency for BigAdda.
Elaborating on the campaign, Mandar Natekar, Head of Revenue and Marketing, BigAdda, said, “India Bike Rally is the first ever reality show to be held in the realm of social networking site. Our multimedia campaign would include print, radio, retail and outdoor. We will be using radio in a big way to call for entries as well as to promote the property. We have roped in Yamaha as the title sponsor for India Bike Rally.”
The 20 finalists will ride across India and each day the bikers will stop at a village or town as per their route map and camp there for the night. At their pit stops, they will be given a set of tasks that they will have to complete.
Natekar further said, “Once the 20 participants reach the pit stops, there will be tasks revolving around the theme of Discover India. For instance, discovering an old temple of that town or village, or chatting with the school kids, etc., and thus bringing the face of real India before of the Indian youth. Every day, the contestant will attempt to discover India through photos and videos that they will be uploading daily on the IBR (India Bike Rally) microsite. Furthermore, all contestants will also maintain a daily blog to chronicle their adventure.”
All these participants will be expected to maintain their daily diaries through blogs on Bigadda.com. A micorsite will soon be created, wherein the participants will have to upload their journey through photographs of rare sights, videos and blogs. These blogs will feature how their day went and the important highlights of the day and so on. The idea is to bring the entire experience of discovering India to the Indian youth through the eyes of these 20 bikers.
In addition, there will be a performer of the day, who will be selected on basis of the number of votes received on the photos and videos uploaded and the number of comments received on the blog. The grand winner gets to keep a Yamaha R15 bike as a grand prize. The winner will be decided on the basis of the overall number of votes they get on their photos and videos and the person with the highest number of votes on all counts will become the IBR champion.
This apart, all the 20 participants will get to meet the Yamaha team as well as actor John Abraham, the Yamaha brand ambassador. “This is coming of age of a revenue template for monetising social networking sites, and as usual Bigadda.com will emerge as the torch bearer for the same,” concluded Natekar.