Reliance Communications mobile ad campaign - Fair & Lovely Scholarship programme 2007 has been adjudged winner by the Mobile Marketing Association (MMA) Annual Global Awards jury at a glittering ceremony held in Los Angeles in November 2007.
Fair & Lovely is a leading and one of the best-selling skin care brands of Hindustan Unilever Limited, had launched an ad campaign of ‘Fair and Lovely scholarships for women,’ using short code (51234) and instant voice from mid-August to mid- September, 2007. Reliance Communication executed a pan-India ad campaign on Reliance mobile phone network. Fair & Lovely Scholarship programme 2007 mobile advertisement was powered by clickable banner ads in various languages. These banners were linked to a micro-site where interested candidates were asked to provide their choice of course, annual family income, etc.
Reliance Communication also created a special Fair & Lovely Scholarship Zone on ‘R World’ to promote the campaign and generated around 50,000 leads in which 60% came from tier II and III cities and 40% from urban cities. The Fair & Lovely Scholarship programme 2007 campaign got great response from the semi urban and rural India, which also break the myth that the mobile advertising can only be targeted to the urbane India.
The innovative mobile ad campaign has been voted as the Best Use of Mobile Marketing in the Direct Response Category of the awards. This is also the first time in the world that a scholarship programme has been advertised on a mobile platform. The other nominations were, Affle Limited & Aviva (India) Pvt. Ltd. for Aviva - Cost of Postponement; MindShare Interaction India for Mobile Test Saves Time and Lives in India; Mobile Dreams Factory for Renault Twingo; SendMe Inc., MobiTV, Fathom Online for Discovery Channel Discovery Channel's Shark Week and Vibes Media for Dumped were nominated for the
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