Product / ServiceMTV INDIA
CategoryA08. Integrated Mobile Campaigns
EntrantMTV INDIA Mumbai, INDIA
Entrant Company MTV INDIA Mumbai, INDIA
Advertising Agency MTV INDIA Mumbai, INDIA
Media Agency VIZEUM Mumbai, INDIA
Production Company ZIPDIAL Bangalore, INDIA


Name Company Position
Sumeli Chatterjee MTV India Vice President Marketing And Insights
Kaustubh Jha MTV India Marketing Manager
Mathew Johnny MTV Inda Account Executive
Rishi Jaitly Twitter India India Market Director
Soumya Parmar Zipdial Mobile Solutions Pvt. Ltd. Business Head

Creative Execution

On air on MTV, youth prompted to "Dial the Hashtag" by simply giving a missed call to 011-30494949. No data service needed. All free of cost! Then, user started receiving tweets by SMS from @MTVIndia on #RockTheVote. New Twitter-ZipDial followers of @MTVIndia could click-through to see more rich-media-content (when online) and refer their friends to join the conversation through a simple ZipDial Friend Referrals experience that works on 100% of phones. During MTV TwitterTownhall that brought then ruling-party(Congress) and challenger(BJP) to debate youth-issues. And, youth to interact back in real-time. Dial-the-Hashtag amplified this to offline users too.

Elections in India received record-breaking participation by the youth in 2014. MTV successfully rallied Youth voters and brought them into the #RockTheVote conversation way beyond the reach of traditional online social media. • Only 16.7% of the users have some kind of internet access on their phone and less than 27% of users already have either a Facebook/Twitter account. Thus, Dial The Hashtag reached out to the masses, as it did not need internet connectivity. • Geographic reach was far and wide with 66.5% of users coming from outside of Metros • Users were highly engaged with 79% active through the entire elections campaign-season. • 15% increase in reach was achieved through ZipDial Friend-Referrals, meaning that even feature phone users created a viral impact to grow the #RockTheVote campaign. • MTV TwitterTownhall reached 15.6Mn social interactions with the youth and was participated by the then ruling party(Congress) and challenger party(BJP)

Objective: Get Youth of India to #RockTheVote in the National Election. Drive youth participation through interactive debates with political spokespersons and real-time engagement. Challenge: Mobile is the best personal communication device and social-media the perfect engagement platform. Therefore, we needed to engage youth through mobile and social media, combining both for a real-time interaction. But, Smart phone form less than 30% of the market. More than 70% of the market lack superior internet access features and social media apps. Continuous internet connectivity is imperative for real-time engagement. Less than 10% have high-speed connectivity. We needed a offline solution to engage them real-time. Big Idea: 1st-time across the world, MTV in India launched “Dial the Hashtag” with Twitter & ZipDial, making #RockTheVote content accessible to all mobile-phone users even if they had feature-phone, no mobile data connectivity.


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