Idea Cellular | Idea Mobile Roadie Challenge 2.0 | India

The challenge involves the search for an MTV Roadie to appear in the seventh season of the reality TV show MTV Roadies in India. All 58 million Idea Cellular users will be given a chance to audition for the role online. Participants can log onto ideastrikeback.com to register.

Following registration, MTV’s VJ Cyrus Broacha will prompt participants to dial a specific Idea Cellular number displayed on screen and interact with the player through a number of instructions and questions.

Rather than just being a sponsor of the MTV show, Idea Mobile is taking the user’s virtual experience to another level by marrying the two digital mediums. The instant connection between web and mobile is “dramatic and powerful”, according to Max Hegerman, president of Tribal DDB India.

In addition to winning cash prizes, the contest winners will appear on the MTV Roadies show, traveling across India on motorbikes to complete various missions.




Credits:
Project Idea Mobile Roadie Challenge 2.0
Clients Idea Cellular & MTV
Digital agency Tribal DDB India
Chief creative officer Bobby Pawar
Creative director Dinesh Swamy
Technology director Punit Kr Singh, Rachana Dharia
Art director Vasant Karkera
Copywriter Rachana Brar
Client servicing John Pathrose
Exposure Online