IDEA Cellular Announces the Winner of Mobile Roadies Challenge

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IDEA Cellular, the pan-India GSM mobile operator, today announced the winner of IDEA Mobile Roadies Challenge, in association with MTV. Being the first ever reality show replicated for mobile users, IDEA Mobile Roadies Challenge has given the participants a taste of life on the edge. Apart from the pride of winning the IDEA Mobile Roadies title, the winner, Mr. Khushal from Delhi went home with the grand prize of Rs.1 Lakh presented by MTV VJ, Bani.

IDEA Mobile Roadies Challenge, launched earlier this year, became the first ever reality show replicated for mobile users, and gave the participants a taste of life on the edge, as experienced by the contestants on the reality show on TV.

To claim the IDEA Mobile Roadies Title, IDEA subscribers’ were evaluated on various parameters- mettle, speed, tolerance, attitude, and ultimately whether they were made up of true Roadie Material, in the keenly contested challenge. The challenge opened on the website which featured an online bike-racing game. This web based racing challenge was designed as an impossible-to-win game. Those who lost the opportunity received a call in real time from Raghu on their cell phone urging them to subscribe to the IDEA Roadies Mobile pack for a chance to be the IDEA Mobile Roadie.

A seamless web-mobile integration provided the user a digital thrill he had never experienced before. Upon subscription, the players set on a mobile journey to the real Roadie-like experience with 10 tasks to be performed over a period of 21 days. The participants had to face a volley of challenges like rapid-fire questions, treasure hunt, screaming at the top of their voice and awarding points on the decibel levels of the participant, and finally the piece de resistance which involved a personal telephonic interview with Raghu Ram, the anchor for the Roadies show last year.

This action packed gaming experience is not for the weak hearted and its valiant efforts haven’t gone unnoticed, as it recently bagged “The Best Media Innovation – Digital” during EMVIE Awards 2009, in the bronze category. IDEA Mobile Roadies Challenge also bagged the bronze award for “Best Mobile Innovation” & “Best Direct Response” during ABBY Awards 2009.

Mr. Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular said, “IDEA is an ‘innovator’ brand. We always endeavour to provide an enthralling experience to mobile consumers through our innovative and customer centric products and services. The IDEA Mobile Roadies Challenge has set new benchmarks in terms of how Value Added Services can be used to extend Media products into the Mobile domain for access of millions of mobile users. We will be happy to take this initiative further and provide another season of unparalleled adventure, excitement and thrill to IDEA subscribers by giving them another opportunity to be a part of this gaming experience.”


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