Fair and lovely the popular fairness cream  had recently been selected as a finalist in the  Direct Response category for the US-based 2007 Mobile Marketing Association Awards.

What is the (MMA) Mobile Marketing Association

The Mobile Marketing Association (MMA) is the premier global association that strives to stimulate the growth of mobile marketing and its associated technologies. The MMA is a global organization with 400 members representing over twenty countries.

The categories included - Best Use of Mobile Marketing

There are seven categories for the Best Use of Mobile

    Marketing Award which include:
Branding
Direct Response
Promotion Relationship Building
Product/Services Launch
Search Marketing
Cross Media Integration

Fair and lovely was nominated as one of the finalists of the “Direct response category”

Fair and lovely wanted to reach out a large number of women especially those who are not touched by the media and generate leads for the program.

So What did Fair and lovely do ??

With the help of reliance mobile who have over 20million Reliance World (R-world) enabled handsets, Fair and lovely had its own section on R-world “Fair & Lovely Scholarship Zone” which on clicking took the users to a Microsite where students had to give a few details which would possibly lead them to scholarships.

Conclusion

Simple idea, executed well, nominated at a international level, so its all good but I feel that one operator wasn’t enough, had they been tied up with ‘Idea’ ‘Bharti’ etc they would be able to reach out to a lot more users, also I am not sure but if they could have messaged women users it would have been more targetted. There have been several other such services which reliance mobile has cartered to. For eg. generating leads for Ing Vysya through R-World. I don’t see other Indian telecom operators exploiting  their potential to the extent of what reliance has done.

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