SMSs fly thick & fast for MAX 'Lagaan' contest

MUMBAI: If the "Lagaan World Cup Eleven" contest held on Republic Day during the screening of Aamir's Khan cricket-related movie on Sony's MAX is any indication, SMS messaging is set to escalate during the forthcoming ICC cricket World Cup 2003. This augers well for the telecom majors.

The Lagaan contest had an interesting tag-line: "Watch India vs England on January 26; watch India vs England on February 26!". The first match is the contest between Bhuvan's (played by Aamir Khan in the movie) eleven versus the East India company's British team. The second refers to Saurav Ganguly's team taking on Nazir Hussain's Englishmen at Kingsmead, Durban.

The contest urged viewers to SMS the answer to a simple question from their mobile phones (to 3636) or log on to The contest promised to take 11 lucky winners to South Africa and enable them to watch the World Cup cricket 2003 league match involving the Indians and the English players.

Consider the following statistics: a total of 68,800 messages were received during the five-hour period (starting 1 pm) when the movie was screened. There were 29,075 correct answers. Compare this with the total of 100,000 messages received for Predikta, the interactive game show during the Champions Trophy 2002. The responses for Predikta were received over a 10-hour duration. The website received a total response of 3,900 entries.

Max officials claim that no other channel's contest has ever receievd this kind of a response. They add that this response is an indication of things to come for "the bigger and better" version of Predikta that has been designed for the World Cup.

"Predikta, in its newer and bigger version, has bagged several sponsors. Pepsi is the presenting sponsor and Toyota is the main jackpot sponsor. Amongst the eight-10 remaining sponsors are companies such as Timex watches," adds Sony Entertainment executive vice president, sales and revenue management Rohit Gupta.

Interestingly, the percentage of correct answers was higher than the normal 5-10 per cent. Perhaps, the mega-stakes involved had something to do with the enthusiastic response.

The "Lagaan World Cup Eleven" contest was sponsored by Pepsodent (Hindustan Lever), Ariel (Proctor and Gamble), Livon, LML Freedom, Ford, Himalaya Protein shampoo and Titan watches. Also read

'Extraaa Innings' and 'live' properties sold out -MAX

Latest Reads
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands
Harish Shriyan elevated as Omnicom Media Group CEO

MUMBAI: Omnicom Media Group India COO Harish Shriyan has been elevated as chief executive officer. In his latest capacity, Shriyan will now be in charge of the performance of the group’s four offices in the country and will drive the company’s expansion process to meet the demands of new growth.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories