Blyk on Aircel celebrates 1st anniv with over 1.5 mn members

 Blyk on Aircel, India’s first mobile messaging media company, has completed first year of its operations in India. Since the time of its launch in November 2010, Blyk has expanded its subscriber base to over 1.68 million opt-in members in the country with successful campaigns for more than 40 leading brands across different industries.

e4m by exchange4media Staff
Updated: Nov 30, 2011 7:43 AM
Blyk on Aircel celebrates 1st anniv with over 1.5 mn members

 Blyk on Aircel, India’s first mobile messaging media company, has completed first year of its operations in India. Since the time of its launch in November 2010, Blyk has expanded its subscriber base to over 1.68 million opt-in members in the country with successful campaigns for more than 40 leading brands across different industries.

“We feel felicitated with the kind of response we have got from the youth of the country today as we complete our first year of very successful operations in India. Blyk offers a powerful platform for youth engagement with the brands of their choice by providing content which is relevant & customized to their interests. India as a market has a great potential and, we believe Blyk will offer one of the most powerful platforms for brands to connect with a profiled audiences” stated Antti Ohrling, Co-Founder Of Blyk and Chairman, Blyk India.

Blyk has laid down a framework for mobile advertising by re-inventing the way brands operate in India. Blyk’s offering involved interactive text & multimedia messaging as an advertising format. It is based on customization and opt–in format where its members receive relevant and interesting content, such as updates, promotions, trivia and opinion polls – according to their preferences on their mobiles. Blyk’s formula to engage with its audiences is very simple: Basic Targeting + Behavioral Targeting (based on responses) = Relevant Content + Relevant Ads. The result is an impressive 25 percent response rate as against average response rate of 3-4% at best in the industry.

For the consumers, ‘Blyk on Aircel’ is a no-fuss service where they get to enjoy deals, information and more in the areas they want—and only in the areas they want. At a time when SMS spam is a big challenge for advertisers, ‘Blyk on Aircel’ provides the answer to them by sending users only relevant information that they asked for. It creates a clear distinction between permission-based marketing and spam. And this is why the service is able to add 3500-4000 members every day.

Aircel is India’s fifth-largest GSM mobile operator with over 50 million subscribers. While Blyk is not the first attempt at mobile advertising in India, this partnership with Aircel is unique, due to its sharp focus on the youth segment as well as the complementary capabilities that each party brings to the table. This new engagement model has inspired fresh thinking on how to tap into high-growth, profitable segments by creating a meaningful dialogue with its consumers.

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