Aircel roped in as title sponsor for Mogae Digital-promoted Garden of Love

Come Valentine’s Day and the Mogae Digital-promoted Garden of Love (www.gardenoflove.in) is bound to witness a buzz of activities. It is a place where one can create a flower (virtual, by SMS or on the net) and continue to nourish it with water, sunshine and nutrients. Telecom player Aircel is the title sponsor of this Garden this year. The other brands partnering include MSN, Cadbury India and Radio City.

e4m by exchange4media Mumbai Bureau
Updated: Feb 13, 2010 7:14 AM
Aircel roped in as title sponsor for Mogae Digital-promoted Garden of Love

Come Valentine’s Day and the Mogae Digital-promoted Garden of Love (www.gardenoflove.in) is bound to witness a buzz of activities. It is a place where one can create a flower (virtual, by SMS or on the net) and continue to nourish it with water, sunshine and nutrients. Telecom player Aircel is the title sponsor of this Garden this year. The other brands partnering include MSN, Cadbury India and Radio City.

Commenting on the initiative, Tarun Chaudhry, Marketing Head, Mogae Digital, said, “The Garden of Love is not just about Valentine’s. Sure Valentine’s is an occasion for a lot of public demonstration of love and affection, but you can plant a flower in this Garden on a birthday, an anniversary, a promotion; on Mother’s Day, Father’s Day, Teacher’s Day, Friendship Day or any other of 30 such occasions all through the year.”

The unique aspect of the Garden is that much like Farmville, it is addictive to the extent that it involves one for constant interaction. Once a user has created a flower for a loved one, he/she can share it with friends. Then, the user and his/her friends can tend to the flower by watering it with interesting messages and one’s watering count also signals one’s popularity among friends.

www.gardenoflove.in has the unique advantage of being able to be accessed from a basic mobile phone. All one needs to do is to send an SMS to short code 5676711 and it will create a flower, with a confirmatory message to the beneficiary of the love message, as well as to the originator.

On the thought process, Gaurav Luthra, Creative Head, Mogae Digital, explained, “This may seem simple, but an application such as this, wherein anybody with even the simplest handset can create and enjoy the flower, is an experience very few digital properties offer today. Also, the joy of sharing the flower with friends takes it much beyond a mere greeting card which is one-on-one.”

For the second year, MSN India will partner the Garden of Love. The portal also has an innovation from Cadbury India, wherein users can gift a virtual ‘Temptations’ chocolate. This year, www.gardenoflove.in is also hosting an interesting ‘War of RJs’, where listeners of Radio City can create digital blooms for their favourite radio jockeys.

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