Brief Explanation

Tata DOCOMO positioned itself as the innovator with "Do the New" tagline. One such innovation was DietSMS where users were charged per character and not per message. To promote it the “Dietalk” Viral contest was launched across Twitter, Facebook and Orkut where users were encouraged to Tweet, scrap or do status updates using Dietalk (less than 15 characters). This created intrigue and curiosity amongst their friends and led more and more people to jump into the viral contest. More than 50,000 #dietalk messages were created by users with more than 2 million people visiting the microsite,