MAM

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 max.setindia.com. 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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/kkr.jpg?itok=BQrrzrn4
KKR announces Kaustabh Jha as new Head of Marketing

Kolkata Knight Riders announces the appointment of Kaustubh Jha as Head of Marketing. Kaustubh comes with over 10 years of experience in partnerships, content marketing and campaign management. He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and ESPN...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/havmor.jpg?itok=fPaeo2wm
Havmor appoints Anindya Dutta as managing director

Havmor, India’s leading ice cream brand and a wholly owned subsidiary of South Korean conglomerate Lotte Confectionery, has appointed Anindya Dutta as its new managing director.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/mangaldeep.jpg?itok=p_beeGCg
Mangaldeep's conversation with God with Bhumika Chawla

ITC’s leading incense stick brand, Mangaldeep, has launched a unique ‘slice of life’ campaign that depicts everyday conversations with God.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/meidabazar.jpg?itok=-99-GgVe
Medikabazaar hires senior leadership team in line with its growth plans

Medikabazaar, India’s leading B2B online aggregator for medical supplies recently announced the appointment of Dr. Akash Rajpal as Executive Vice-President, Marketing and Product Management.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/birla.jpg?itok=QzOGUOrn
Birla Ayurveda launches medicines and personal care products

Birla Ayurveda, a part of the Yash Birla Group, launched its collection of personal care products and medicines.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/dd.jpg?itok=UyHZywlk
Hindware Atlantic Water Heaters launches first campaign

The TVC highlights O'Pro Protection Technology & Titanium Core Shield that enhances the life of water heaters.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/bms.jpg?itok=snzs1g2y
BookMyShow appeals to parents on Children's Day

This Children’s Day, BookMyShow has a special message for all parents.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/godrej.jpg?itok=lQTO1E4-
Godrej Appliances wants to break gender roles this Children’s Day

This children’s day, Godrej Appliances brings #LetsStartRight, a campaign questioning the prevalent mindsets in the Indian society in terms of set gender roles and emphasising the need to break free early.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/13/adobe.jpg?itok=euUONIiU
Experience Driven Businesses Likely To Grow Revenue 1.8x Faster Than Other Companies: Adobe – Forrester APAC Research

New Adobe-commissioned research has confirmed that brands which invest in experience transformation across people, processes and technology,

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories