Thursday, July 19, 2012:
Leading the forward guard of campaign innovations in India, Nokia has partnered RockeTalk, India's largest Mobile Social Networking Application, and Maxus India to launch Nokia Mobile Antakshari, a unique audio game show.
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In addition to be the first ever reality game show on mobile, the 'excitement factor' of the Nokia Antakshri show comes from the near life-like Antakshari experience RockeTalk offers, where people can sing, answer musical questions from all over the country, simultaneously. Moreover, the mobile users would be playing for daily prizes, for a chance to be one of the elite shortlisted players to play and perform in the Gala round to an audience of more than 8.6 million users. The construct thus allows Nokia to 'vital connect' with over 2 lakh 'deep engaged users' and 'passive connect' with the rest of the millions. A perfect fit with the core proposition of Nokia Asha phones - that of music and entertainment for everybody.
Elaborating on this innovative initiative of bringing Antakshari on mobile platform, Viral Oza, Director- Marketing, Nokia India said, "Nokia has been synonymous with digital music in this country. We have pioneered many initiatives in this space starting with pre-installed music, launch of music albums on mobile phones, Nokia Music Unlimited and now Mix Radio for our Lumia smartphones. Mobile Antakshari is an interesting concept and provided us with the perfect fit to connect consumers with Nokia Asha smart phones. Nokia Mobile Antakshari will enable millions of music lovers across the country to engage with their favorite game."
RockeTalk, which has designed, and that hosts the show, is a mobile social network where primary user interactions happen using voice and video. RockeTalk is already replete with LIVE social features like groups, communities, talent shows, where users can share content, chat and perform LIVE using mobile Internet connection. With over 16 million registered users and more than 1,50,000 active communities, there's an interest group for everyone.
"These days when most social platforms are offering nothing significantly more than banners, likes and posts, RockeTalk differentiates itself by creating customized engagement solutions, branded social programming and multimedia activities. The Nokia Mobile Antakshari is just one such example - albeit something we believe will be a trendsetter. We are proving that for brands, now is the time to measure social engagement with new matrices." says Sameer Agarwal, Chief Marketing Officer, RockeTalk.
The application is supported on most phones that are GPRS enabled - both Nokia feature phones and Nokia smart phones included. This means that the Antakshari game will form a great playground of entertainment and people-to-people connect cutting across geographies and the small town-big city divide.
Sharing the excitement Mr. Unny Radhakrishnan, National Director - Digital, Maxus India says "At a time when digital marketing is growing more aggressive on 'social' presence of brands, this signals an interesting shift towards 'social media engagement', where Maxus India, Nokia and RockeTalk are breaking new grounds with Nokia Mobile Antakshari."
From the marketing perspective, the Nokia-Maxis initiative is in line with the new drifts in the digital space. The RockeTalk app not only hosts the show but allows multiple innovative promotional tools from its advertising repertoire to draw in the user, ranging from audio-enabled banners to multimedia broadcasts and free program subscriptions. The show itself has a Radio-TV like experience plus the added advantage of the show-shop visiting the user, rather than the user having to visit it.
The Nokia Antakshri is a definite break through as its unlike traditional practices of contests over SMS etc. Moreover, this show has the ability for extended user participation with every visit, and over a longer period of time.
"Baithebaithe bore hue karnahaikuchh kaam. ShurukaroAntaksharileke Nokia kanaam!" To download FREE, Sms RTALK to 56070 and register. This works on all Nokia phones.
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