ASIA-PACIFIC – INDIA, MARCH 17, 2013 – Nimbuzz and its partners, Perfetti Van Melle India (PVMI) and Maxus India, has launched the world’s first mobile-based brand interactive platform. Nimbuzz developed a unique proposition for Perfetti’s latest marketing campaign ‘Mentos Batti Jalao’ by leveraging its Chat Buddy module. This Chat Buddy will enable Mentos to leverage the mobile platform and establish a one-to-one connection with its target audience by directly connecting with 20 million Nimbuzz users as a chat friend.
Under this initiative, the Chat Buddy will allow Nimbuzz users to install Mentos Batti Jalao Buddy on their mobile phones, participate in the contest and solve the murder mystery. The Mentos Batti Jalao Buddy will also release daily HINTS to unfold the mystery. This Chat Buddy will be visible to all Nimbuzz users across India.
“With the ever-increasing mobile user base in India, mobile is an important medium for marketers today. With an average time of 55 minutes per session spent by a user, Nimbuzz offers a great platform for us to connect with our target audience on a one-to-one basis,” said Nikhil Sharma, director-marketing, Perfetti Van Melle India.
“Nimbuzz has always been a great enabler for marketers. We have been bringing innovation for advertisers and our users, connect them together better than any other alternative available in the mobile space. We are thrilled to connect with the excitement of Mentos and we are confident that Khooni Kaun Hai mystery will bring more enthusiasm for our users,” said Anubhav Sharma, Head-Sales, Nimbuzz. “We are pleased to work with some great marketing minds from PVMI and Maxus India in helping create change in the mobile advertising thought process – and we hope other markets like Singapore, will get to leverage on this new interactive mobile advertising platform, too.”
Maxus India digital head (South Asia) Unny Radhakrishnan said: “Mobile phones have now become an indispensable consumer touchpoint. Marketers, solution providers and technology partners are discovering newer and innovative ways to interact with consumers instead of interrupting them. Here, Chat Buddy enhances the overall communication story delivered in traditional channels by offering consumers real time interaction with brand on their personal handsets.”
The Mentos Batti Jalao initiative on Nimbuzz kicked off on February 27 and will continue till March 24. The responses through Nimbuzz will be sent to the Mentos Central Information Centre and the winners are expected to be announced through a lucky draw around April 2.
