The SMARTIES India, hosted by Mobile Marketing Association is a global mobile marketing forum that recognizes the best of innovation, creativity and leadership in mobile marketing.

2013 - Colgate Active Salt Taste Challenge Campaign

The Colgate Active Salt Taste Challenge 2013 campaign integrated the elements of 6 Toll free missed call numbers, outbound calls, WAP links, time schedulers, intelligent IVR, SMS and referral trees, thus extending engagement from the few seconds of initial viewing on a TV commercial and other media to a complete brand engagement experience. Results were:

  1. - 3.8 Million Missed calls were received from all media in a little under 3 months
  2. - Referrals reached 5 level on the Reference Chain

Client: Colgate Palmolive

Nomination: Cross Media Integration Category

2012 - Hindustan Unilever (HUL) Active Wheel Rural Marketing Campaign

Hindustan Unilever’s (HUL) – Active wheel campaign was customized by integrating missed call, toll-free no. & voice SMS (OBD) with traditional mediums like radio & ground activations to achieve its desired objective of reaching consumers in media-dark markets and build top-of-the-mind brand recall. The result was

  • - 2.8 million unique consumers engaged with the brand 24 million times over a period of a year
  • - 55% of the respondents were from non-TV households

Client: Hindustan Unilever (HUL)

Nomination: Two Categories 1. Innovation & 2. Brand Awareness

View Success Story

2012 - Colgate Active Salt Taste Challenge Campaign

The Colgate Active Salt campaign has helped the brand connect more closely with its target audience. Initiated in 2010, the campaign has delivered enhanced user experience with the passage of time, with the latest campaign receiving 6.15 million unique enrollments within 95 days

Client: Colgate Palmolive

Award: Gold in Cross Media Integration Category

View Success Story