An official release informs that the SMS campaign is a simple advertising idea that derives the 'Maximum From The Medium’ - which it says is possible when the advertising uses radio for what it is. When the advertising draws inspiration from the medium itself - from songs, programmes, news, commentary and other elements of the medium.

The campaign used four songs like rock band legends Queen's anthem We Will Rock You, where the singer breaks into letters / SMS lingo in the middle of the song - We Will Rock You becomes V WL ROK U_ in the same tune.

This SMS campaign was used to communicate and propagate the various SMS features of Spice Telecom like download sms jokes, sms lyrics, sms chat amongst others. This campaign resulted in Spice SMS overtaking all other networks in Karnataka, with over 1,60,000 SMS messages recorded on an average on the Spice network during the campaign. SMS on Spice continues to be hot with over 1,00,000 SMS messages sent almost every day, even now states the release.

JWT Bangalore has so far won over 30 national and international awards on the Spice Telecom brand itself. And the awards have come for multimedia, press, POP, outdoor and radio, as well as brand building. The consistently humorous use of local idioms has not only won all these awards but has given the brand a distinctive, identity.

For 45 years, The New York Festivals has honoured excellence in communications media, which touch the hearts and minds of readers, listeners and viewers worldwide. Founded in 1957 as an international awards competition designed primarily to reward outstanding achievements in non-broadcast media, the New York Festivals experienced exponential expansion, growing from 1,000 entries in 1979 to over 25,000 entries in all media in 2002.