Background

Aaj Tak, India’s number one news channel, wanted to reinforce its position as the most innovative and exciting channel. They also wanted to build increased viewer retention for the channel and make it the reference point for viewers during the Soccer World Cup. Using mobile interactivity as the primary participation mechanic in a heavily promoted daily contest helped achieve this.

Objective

1. Reinforce Aaj Tak positioning as innovative and relevant to the audience
2. Drive brand salience for Aaj Tak
3. Give consumers a convenient and instant medium to participate in the contest

Solution

A SMS driven contest was created and promoted on the channel. Consumers were asked to answer questions related to the ongoing soccer matches. Participants were asked to SMS there answers to the short code 2424 for the chance to win prizes sponsored by a brand.

Results

Over a 4 week period the campaign generated over 1.4 million SMS responses making it the biggest SMS campaign of 2002 in India.