Reliance Communications and Mindshare Interaction India are the finalists at the Mobile Marketing Association (MMA) 2007 Global Award. Both entries have come under a single category of ‘The Best use of Mobile Marketing-Direct Response’. Reliance Communications and Mindshare Interaction India were shortlisted for their respective case studies on ‘Fair and Lovely Scholarships 2007’ and ICICI Prudential Life Insurance. The awards will be presented at the MMA Annual Global Awards’ ceremony on November 14 in Los Angeles, following the conclusion of the MMA’s Mobile Marketing Forum.
Krishna Durbha, Head of Sales and Marketing, Applications and Content Group, Reliance Communications, informed that the case study ‘Fair and Lovely Scholarships 2007’ had enough scale and effectiveness for it to win. “We are ecstatic for the fact that Reliance Communications has made to the final level of the Mobile Marketing Association 2007 Global Award. The Fair and Lovely case study was a social drive that we had undertaken to encourage and help talented young girls who wanted to pursue higher education, and who didn’t have the means to do so. I think the entry has great scale and effectiveness for it to win, and we are hoping that it does.”
Explaining further about the campaign, Durbha said that people in metros required a new medium for communication, and that Reliance Communications was successful in plugging this area. “We wanted to reach more women in small cities and towns, and Reliance Mobile was the most suitable medium, with its network in 10, 000 towns and 3,00,000 villages,” explained Durbha.
The objective of the campaign, as define by Hindustan Unilever Ltd (HUL), was to enable lead generation of potential women candidates, without using the traditional media, and with minimal cost in the absence of the traditional media like TV and print in the plan, and induce call for action by enticing users to fill in personal details, after sharing the information on the scholarship and the Fair & Lovely Foundation.
Commenting further on media solution and execution, Durbha said, “Reliance Mobile’s R World was a unique platform in generating responses. We created banner ads on top of the screen on the main menu of R world, which was then linked to the microsite of the entire campaign.” Durbha informed that 300 women across India were awarded Fair and Lovely Scholarship.
Officials from Mindshare Interaction India and ICICI Prudential Life Insurance were not available for comments at the time of filing the report.