RCOM Mobile Advertising showcased at Venice Festival

Reliance Mobile has added one more feather to its cap.  The  extremely  effective  &  contextual  Cadbury  Dairy  Milk mobile advertising  campaign  on  Reliance Mobile World (R World) in collaboration with  Madison  Media  for  their  client Cadbury’s will be showcased at the Venice  Festival of Media in Italy from April 15 to 18, 2007.  This will be the world’s first ever festival of media creativity and innovation.

Cadbury's Dairy Milk mobile advertising on Reliance Mobile World is one of the  34  select  campaigns  chosen  from  among  19  countries  across five continents.  This  campaign  has  been running on the Reliance Mobile World platform  for  two  consecutive  years  garnering  the  ad  agency not only commendations,  but  also the most prestigious Cannes Lions Award for Media Innovation  and  Effective  Use  of  New  Media  for  2006!  It was a great success  that  about  Exam  Results experienced about 50Mn hits on Reliance Mobile World, setting a record for accessing exam results and marksheets on the mobile phones in the world.

“Cadbury  took  its  message  of  celebration  into  those  tense  moments students,  their  friends  and  family  discover how well they did in their exams.  By  allowing  them  to  find  out their results in private, it also brought  clear  benefits  to  the  consumer.  This  is  an  engagement  and innovation at a key moment in consumers’ lives,” said Alastair Ray, Editor, Cream magazine, in an earlier statement.

The  Venice  Festival  of  Media  will  bring  together  over 400 delegates representing  the  world's  leading  advertisers,  media  agency  networks, content  developers  and  media owners.  A truly global event, the Festival will  explore  those  issues  at  the forefront of the agendas of all those involved  in  the  creation,  buying and selling of pan regional and global advertising communications. The Festival comprises of a 2-day conference of presentation, panel debates, and exhibition and networking opportunities.

Mobile  advertising in India is in its early stages of development compared to  markets  like  Japan,  Korea  and  the  West,  but  many  are seriously considering  this  mew  medium.   Mahesh  Prasad  – President Applications, Solutions  and  Content  Group,  Reliance  Communications said, “The mobile advertising  is  here  to  stay.   It is highly contextual and combines the power of the Internet and the traditional media advertising, with the added advantage of customer engagement, interactivity and targeted reach”.

Reliance Communications  pioneered the mobile advertising and campaigns to reach  the  masses  in  India  for the first time by working with a leading brand such as LG during the Cricket World Cup in 2003.  Today, RCOM has the distinction of hosting mobile advertising for many blue chip brands such as 7Up,  Amway,  Cadbury  India, Castrol, Citi Bank, Coca Cola, HDFC, Hyundai, ICICI,  Kotak, LML, M & M Candies, Maruti, Pepsi, Reliance Life Insurance, Reliance  Capital, Sangini Diamonds, Suzuki Zeus, ThumsUp and many more. In addition,  there  are  new forms of innovative advertising for brand recall using  interactive  voice services, Advertiser Ring Back jingles, and Event Streaming   using   mobile   video   for   customer  engagement.   Reliance Communications  was  the  first company to successfully deploy a 360 Degree platform  called  “Showtime”  to  promote  new movie releases using mobile, broadband  Internet,  in-store  promotions combined with outdoor, radio and television media.

It  may  be  recalled  that  the  Castrol’s  Active 40 campaign featured on Reliance  Mobile  World  created by Group M Advertising Agency had also won the  Asian  Marketing  Effectiveness  Award  2006  in Singapore for the 360 Degree Approach in the Advertising category.

Sourced From: Reliance Communications