I think every marketer has toyed with mobiles and how to use them in Integrated Marketing Communication. Being consistent and complete in this communication medium is a difficult task, so when I came across this mobile marketing initiative by Cadbury India, I just had to give it the finger (Naaah! not that one - the thumbs up).

The interactive campaign for “Pappu Pass Ho Gaya” which means “Pappu* has passed in his exams” bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for ‘Best use of internet and new media’. The idea involved a tie-up with Reliance India Mobile service.

It allowed students to check their exam results using this mobile service. If the student passed, he got an sms congratulating him saying “Pappu pass ho gaya” alongwith the exam result and hence encouraged him to celebrate the moment with a Cadbury Dairy Milk.

Creative thought, great execution, innovative use of a marketing medium and fantastic association with a key moment in the consumer’s life. Do you give it the finger too?

* Pappu is a common nickname given to children in India

Post Submitted by: Ishwar

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