| Title | CHEATERS CROSS CONNECTIONS |
| Brand | BIG CBS SPARK |
| Product / Service | CHEATERS |
| Category | A03. Messaging Campaigns, Including SMS, MMS and Mobile Email |
| Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Entrant Company: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Advertising Agency: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | Mccann Worldgroup | Creative Chief Officer |
| Govind Pandey | Mccann Worldgroup | President |
| Akshay Kapnadak | Mccann Worldgroup | Executive Creative Director |
| Rahul Mathew | Mccann Worldgroup | Executive Creative Director |
| Ripanka Kalita | Mccann Worldgroup | Copywriter |
| Noothan Pr | Mccann Worldgroup | Art Director |
| Beenu Kurup | Mccann Worldgroup | Brand Director |
| O. R. Radhakrishnan | Mccann Worldgroup | Creative Director |
| Kashif Memon | Mothership Productions | Producer |
'Cheaters' is a voyeuristic show on BIG CBS Spark. Since our target audience was English-speaking youth aged 15-24, we thought why promote Cheaters, when we can promote voyeurism? So we made youngsters (aged 15-24) believe they had been accidentally dialed into a cross connection where the conversation was a little too juicy to hang up. Only at being caught out, did anyone hang up. Then they were sent a text message informing them the date and time of the show. With a spend of less than 10 paise per call ($0.002) per person, this was the most cost-effective direct campaign that Big CBS Spark had ever done, which results could be measured. Youngsters tuned into BIG CBS Spark thanks to Cheaters to get their dose of voyeuristic entertainment. During the period of the activity, Big CBS Spark had a higher relative market share (53%) than VH1(closest competition). Source: TAM India, week 42-45 average, 5 Metros, CS 15-24 all males and females, all day relative market share.