| Title | TATA DOCOMO - DIET SMS INTEGRATED |
| Brand | TATA DOCOMO |
| Product / Service | TATA DOCOMO MOBILE SERVICES |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
| Entrant Company: | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
| Advertising/Web Design Agency: | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Sabyasachi Mitter | Interface Business Solutions | Director |
| Praveen Gupta | Tata DOCOMO | DGM Marketing |
Tata DOCOMO launched DietSMS (another in a series of innovations) where users were charged per character and not per message. To promote it the “Dietalk” campaign was launched with a microsite and a viral across Twitter, Facebook and Orkut. This was supported by Online Advertising using a global first OTP concept. This created intrigue and curiosity amongst users and their friends and led more and more people to participate in the DietSMS Campaign. More than 50,000 #dietalk messages were created by users with more than 2 million people visiting the microsite,