Here’s another instance how digital medium and mobile can make it easier for brands to reach consumers and vice versa. India where mobile devices overtake PCs and traditional internet connectivity in terms of usage is now seeing a unique digital campaign. ITC, one of India’s leading personal care companies has launched India’s first digital talent hunt around its skin and hair care brand Vivel. The company is working with Hungama Digital Media, and star singer Shankar Mahadevan to develop this mobile and internet based campaign called ‘Vivel Face Wash MOBisur’.
Now even bathroom singers in India have a chance to be the talented voice in an album, all without travelling across towns and standing in long queues for those ‘Idol’ competitions. The uniqueness of this campaign is that it enables participation from anywhere in the country; all that a participant requires is a mobile phone or an Internet connection. The amateur singers interested in showcasing their musical talent will have to dial a certain number given and record their voice on a unique IVR. Alternatively they can also log onto the website, www.mobi-sur.com and upload their music video.
Speaking on this innovative approach, Neeraj Roy, MD and CEO, Hungama Digital Media Entertainment Pvt. Ltd. said, “The reach of Internet and Mobile technology has grown tremendously in the past few years. The aim of “MOBisur” is to create a talent-scouting engine in spaces that haven’t been explored in the past, via an entry ticket that is their everyday communication device. Shankar Mahadevan and ITC have come together with us to bring forth this innovative platform to hunt for talent from the remotest areas of our country where it is not feasible for the aspirants to come forth and participate in the auditions.”
As for Vivel the brand, this campaign reiterates its brand philosophy “Choo Lo Aasmaan”, which means “reach for the skies” in Hindi, which celebrates ambition and aspiration in everybody’s heart. Nilanjan Mukherjee, head of marketing, Personal Care Products Business, ITC, explained, “Vivel Face Wash is delighted to present Mobisur, an exciting and innovative platform to discover hidden musical talent. The brand Vivel caters to the intrinsic beauty needs of the modern Indian woman thereby giving her the confidence to fulfill her aspirations. Vivel Face Wash MOBisur, in line with this brand philosophy provides a unique opportunity to aspirants to live their musical dreams.”
5000 talented female participants selected from entrees submitted on the Vivel Facebook page www.facebook.com/itcvivel – will make it to the second round. The contestants who clear the first stage of the auditions will be given specific tasks by Shankar Mahadevan. Based on their performance in the tasks and the votes secured for each task, they will be chosen for the next round. The finalist will get an opportunity to record an album with Mahadevan which will be released by T Series and Hungama. The winners will also receive INR 5 lakh as cash prize. In fact Roy felt that this kind of campaign shows the power of digital medium in reaching out to people, and how they can connect with a brand, where a traditional medium can fall short.