Telecom Lead India: Mobile phone maker Nokia India has
tied up with RockeTalk, a provider of mobile social networking application, and
Maxus India to launch Nokia Mobile Antakshari, a audio game show.
The Nokia Antakshri game show enables users to play for daily prizes, for a
chance to be one of the elite shortlisted players to play and perform in the
Gala round to an audience of more than 8.6 million users.
Nokia has been synonymous with digital music in this
country. We have pioneered many initiatives in this space starting with
pre-installed music, launch of music albums on mobile phones, Nokia Music
Unlimited and now Mix Radio for our Lumia smartphones. Mobile Antakshari is an
interesting concept and provided us with the perfect fit to connect consumers
with Nokia Asha smart phones. Nokia Mobile Antakshari will enable millions of
music lovers across the country to engage with their favorite game,” said Viral
Oza, director – Marketing, Nokia India.
RockeTalk has over 16 million registered users and more than 1,50,000 active
communities.
These days when most social platforms are offering nothing significantly more
than banners, likes and posts, RockeTalk differentiates itself by creating
customized engagement solutions, branded social programming and multimedia
activities. The Nokia Mobile Antakshari is just one such example – albeit
something we believe will be a trendsetter. We are proving that for brands, now
is the time to measure social engagement with new matrices,” said Sameer
Agarwal, chief marketing officer, RockeTalk.
The application is supported on most phones that are GPRS enabled. The
Antakshari game will form a great playground of entertainment and
people-to-people connect cutting across geographies and the small town-big city
divide.
At a time when digital marketing is growing more aggressive on social presence
of brands, this signals an interesting shift towards social media engagement,
where Maxus India, Nokia and RockeTalk are breaking new grounds with Nokia
Mobile Antakshari,” said Unny Radhakrishnan, national director, Digital, Maxus
India.
