Affle and Maruti Suzuki launch wap campaign Cricket Maharathi

Source: Alootechie | View Original

Mobile media company Affle and Maruti Suzuki, India’s premier car manufacturer, have joined hands to launch a wap campaign Cricket Maharathi, which will allow consumers to rate cricketer performances everyday and win prizes. According to Affle, users can vote for their favourite performers of the day and the users with highest number of ratings will stand a chance to win prizes. In the first week of the pilot phase, Cricket Maharathi has generated over 1.5 million unique votes.

The campaign is giving out prizes to users every week where one grand weekly winner gets a mobile phone worth Rs 5000, five weekly runner-ups get free talktime of Rs 200 and the mega overall winner will get a 26 inch HD LCD TV. According to Affle, this customer activation campaign has been designed using Affle’s proprietary Leaderboard platform. The rating system will be completely driven and created by users as opposed to expert views or complex statistics. These ratings will be awarded on defined scale by interacting with the contest on mobile internet and on several other popular mobile media platforms.

Sankalp Mehrotra, director, business development, Affle, said, “Cricket ratings and rankings are very popular in India. In an era of user created content, we have created a platform to give a voice to millions of Indian cricket fans via Cricket Maharathi. We are confident that the passionate cricket fans will enjoy playing the leaderboard especially as the excitement around cricket builds up with the ICC World Cup 2011 and the upcoming Indian Premier League, India’s away tour of England and so on.”

Commenting on their partnership with Affle, Sunila Dhar, head of media, Maruti Suzuki, said “Maruti has always looked at engaging in unique and immersive ways with the youth and building stronger associations with their passions. In cricket we have found the most universal passion and in Affle the most committed partner who understands our objectives. We are thus very excited to be a part of this activation and believe that it will help build a greater connect with the mobile youth in India.”