IDEA brings MTV roadies on mobile

IDEA brings MTV roadies on mobile

The 'IDEA Mobile Roadie Challenge' is a VAS contest devised on the lines of MTV Roadies, and is hosted in the voice of Raghu Ram, the man behind the show

Wednesday, January 21, 2009

MUMBAI, INDIA: IDEA Cellular, a provider in telecom services, announced on Wednesday the launch of ‘IDEA Mobile Roadie Challenge’, in association with MTV.

IDEA has redefined VAS to its list by launching this innovative and exciting customer engagement program on mobile, said a press release.

The ‘IDEA Mobile Roadie Challenge’ is a VAS contest devised on the lines of MTV Roadies, and is hosted in the voice of Raghu Ram, the man behind the show, the release added.

The IDEA subscriber who walks away with the title of ‘Mobile Roadie’ would also get a cash prize of Rs.. 1 Lac, while 9 other finalists would win a cash prize of Rs.. 5,000 each.

IDEA subscribers now have an opportunity to live the Roadies’ experience, virtually. The mobile version of the game offers interesting tasks, which are similar to the tasks given to the Roadies’ contestants on the TV show.

To ensure maximum participation from customers, IDEA has integrated user experience across web and mobile functions.

Pradeep Shrivastava, chief marketing officer, IDEA Cellular, said, “I am pleased to launch the innovative ‘IDEA Roadie Challenge’ for our subscribers. This is the first time; a TV Reality Show has been made available on mobile, in conjunction with a web program.”

He added, “This epitomizes our strength in offering innovative Value Added Services with rich content on mobile. We will continue to expand and tap the burgeoning VAS market in the Indian telephony sector.”

In a first of its kind engagement on web, Raghu gives directions to IDEA subscriber when he logs on to the website.

The involvement of mobile while browsing through the site is to such an extent that it keeps the user glued to his mobile till the game is on, it added.

The entire interactivity and engagement on the website www.ideacellular.com/roadies has been woven around the user’s mobile phone, that makes this a totally unique experience.

IDEA subscribers can also participate by calling 55456341 or SMS ‘ROADIES’ to 55456. This innovative VAS contest is available to aspiring contestants at just Rs..49. Inspired by the TV show; the contest will consist of 10 tasks which are to be performed through IDEA Mobile and website.

Participants would be evaluated based on their performance in the 10 tasks. The Top 10 scorers would be shortlisted for the next round.

The ‘Call for Entries’ is open for IDEA subscribers till February 7, 2009. The Contest would commence from February 13, 2009 and will run till end of March 2009.

IDEA Mobile Roadie Challenge is available to subscribers in Maharashtra including Mumbai, Gujarat, Delhi, UP, MP and Chhattisgarh, Rajasthan, HP, Haryana, Bihar, Kerala and AP.

IDEA Mobile Roadie VAS Contest has been developed by ‘OnMobile’, and the IDEA Roadies’ website is powered by Tribal DDB, the release added.

©CyberMedia News