MEC India wins at 2013 Effective Mobile Marketing Awards
India Infoline News Service / 12:34 , Dec 09, 2013
Known for innovation, creativity and astute focus, MEC India faced competition from the industry’s most prominent agencies.

MEC India, a leading global media agency, has bagged an award for the Most Effective Location-based Service/Campaign’ at the recently concluded 2013 Effective Mobile Marketing Awards ceremony held on November 28, 2013, in London. MEC India received the award for one of its campaign designed for Colgate at Kumbh Mela.
 
Known for innovation, creativity and astute focus, MEC India faced competition from the industry’s most prominent agencies. The firm has now become the only Indian agency to win this prestigious award.
 
Centered around the Maha Kumbh Mela held in Allahabad, Uttar Pradesh, the campaign was aimed at connecting with audiences at the festival, that is one of the world’s largest religious gatherings witnessing over 80 million people in attendance this year.
 
Speaking on the occasion, Shubha George, CEO, Red Fuse Communications said, “We feel honoured to be recognised on a renowned global platform like the 2013 Effective Mobile Marketing Awards. Executing and implementing the campaign was a challenging task for the team, especially for a mammoth project of the scale of the Maha Kumbh Mela. The prime objective at the Maha Mela was to attract and engage consumers in a highly competitive environment, which inspired us to think beyond traditional methods. The award encourages us to push further boundaries in the future. .” 

Mobile phone was selected as the medium to connect with the large audiences at the Maha Kumbh Mela. “This was the very first time in India that a brand had used location-based voice communication to convey the desired message and generate direct response from the audience” said  Shubha George.

 
Undoubtedly, the campaign was a huge success and there was massive word of mouth from those who had received voice calls to those who informed their friends and relatives about visiting the Colgate website.
 
A total of over 700,000 pilgrims visited a specially erected Colgate stall during this whole Maha Kumbh Mela promotion.


An Awards Winning Innovative Approach

  • After evaluating various touch points, the mobile phone was identified as the most apt medium of communication – given that it was the only medium that the pilgrims carried in-person
  • The other challenge was the right fit as most pilgrims were from rural areas with low literacy levels. Accordingly, a voice-based communication using the familiar voice of legendary Indian radio figure, Amin Sayani, was created in Hindi
  • Lastly, in order to reach millions of devotees who had arrived from various parts of the country, a location targetingsystem was created with a virtual circle of 3-5 km radius around the Maha Kumbh Mela (in partnership with a leading mobile service provider). The mobile subscriber who entered the virtual circle were greeted by the legendary voice of Amin Sayani