(19 January 2009 10:30 pm)

MUMBAI: Telecom operator Idea Cellular has launched ‘Idea Mobile Roadie Challenge’ in association with MTV.

This value-added-service (Vas) contest is devised on the lines of MTV Roadies, and is hosted in the voice of Raghu Ram, the man behind the show.

Also, the winner of the contest will get the title of ‘Mobile Roadie’ along with a cash prize of Rs 1,00,000. Meanwhile, nine other finalists will win a cash prize of Rs 5,000 each.

Idea chief marketing officer Pradeep Shrivastava said, “This is the first time a TV reality show has been made available on mobile in conjunction with a web program. This epitomises our strength in offering innovative vas with rich content on mobile. We will continue to expand and tap the burgeoning vas market in the Indian telephony sector.”

Inspired by the TV show, the contest will consist of 10 tasks which are to be performed through Idea mobile and website. The tasks and the flow will be communicated to subscribers through out bound dialer (OBD) in Raghu’s voice, and SMS.

The contest will commence from 13 February and will run till March-end. It is available to subscribers in Maharashtra including Mumbai, Gujarat, Delhi, UP, MP and Chhattisgarh, Rajasthan, HP, Haryana, Bihar, Kerala and AP.

The contest has been developed by ‘OnMobile’ and the website is powered by Tribal DDB.