TATA DOCOMO - DIET SMS OTP

Short List
TitleTATA DOCOMO - DIET SMS OTP
ClientTATA DOCOMO
Product / ServiceTATA DOCOMO MOBILE SERVICES
CategoryB02. Consumer Products & Services
EntrantINTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA
Entrant Company:INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA
Advertising/Web Design Agency:INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA

Credits

Brief Explanation

DietSMS a product launched by Tata DOCOMO charged people per character of SMS and not per message, a global first. To make DietSMS cool a campaign was launched "Shorter is Smarter" or rather "Shrtr is Smrtr". The campaign tried to establish the #dietalk lingo of short text. The online campaign ran OTP takeovers where the live content from websites like Yahoo, Sify etc. were converted to short text in real time using xml feeds and the user could see the page in short text. It was the first time portals like Yahoo opened banners to take realtime xml feeds.

Credits

Name Company Position
Sabyasachi Mitter Interface Business Solutions Director
Praveen Gupta Tata DOCOMO DGM Marketing