The campaign for Fair & Lovely Scholarship Programme 2007 on Reliance Mobile or R World has been voted as the ‘Best Use of Mobile Marketing’ in the Direct Response Category at the Mobile Marketing Association (MMA) Annual Global Awards held in Los Angeles.
“Mobile medium is now rapidly emerging as a medium wherein all aspects of a brand campaign – building awareness to lead generation to buzz marketing – can be created and delivered in a holistic way,” said Mahesh Prasad, President-Applications, Solutions and Content Group, Reliance Communications.
The campaign was advertised on R World during the period August 14-September 17, 2007, and received over 45,000 responses.
“Our latest success puts Reliance as well as India once again on the global mobile advertising platform. Mobile advertising on R World is being used effectively to generate sales leads, as well as conduct quick market research,” Prasad added.
MMA, the US-based representative of mobile marketing industry, currently has more than 450 member companies, representing over forty countries from across the mobile marketing value chain and the globe. For this year’s award, MMA received over 250 submissions from around the world, which is more than double of what was received last year.