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Brand building through contests on Yahoo! India goes in overdrive

25-December-2002
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Brand building through contests on Yahoo! India goes in overdrive

Yahoo! India, one of the leading Internet destinations, is brimming with online contests by different brands trying to reach out to the wider audience for interaction. The Yahoo users are not complaining as they can have lot of fun, learn something and win cool prizes.

Brands like Ford Ikon, Playwin, Bacardi, Hitachi and MasterCard are resorting to Internet as a preferred medium for advertising and direct marketing to reach out to their target group. Speaking to exchange4media, Neville Taraporewalla, Director Sales and Business Development Yahoo! India said, "The last six months have been very interesting. The response to these contests has been extremely high and satisfactory. There has been 30% growth with some new clients using the Yahoo platform to connect with consumers".

For the leading brands such as SBI, Citibank, Seagram, Samsung, MasterCard, Smirnoff and Rasna jumping on the Yahoo platform, the response and interactivity has been very high as Taraporewalla claims, "The success of a contests are primarily based on achieving the marketing objective for the client. Whether it's the number of users who participate, or quantum of data collected or the impact of creative communication towards positive rub-off, Yahoo is in great position to achieve all this".

Besides the other brands, Motorola is also promoting its new products through online advertising quite heavily. Pramit Bhargava, Marketing Manager, Personal Communication Sector, Motorola India informed, "As we were launching a new product in the market, the new C330 mobile phone, we decided to reach out to a unique number of consumers through Internet media like Yahoo for better communication quality and high interactivity."

Yahoo has lots coming up in the next year as it is showing great value in becoming the Internet partner in large multi-media promotional campaign with brands. "The Cricket World Cup provides huge opportunity for us to showcase to our advertisers the various ways in which Yahoo! India can effectively target their customers through our community platforms of Mail, Messenger, Greetings, Mobile and Media platforms of News, Promotions, Movies" claimed Taraporewalla.]

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.