Nokia has tied up with RockeTalk, a provider of mobile social networking application, and Maxus India to launch Nokia Mobile Antakshari, an audio game show.
Based on popular television series Antakshari, the show will enable Nokia Asha phone users across the country to sing and answer music related questions simultaneously. The Nokia Antakshari 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.
Elaborating on the initiative of bringing Antakshari on mobile platform, Viral Oza, Director- Marketing, Nokia India said in a company statement, “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.”
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 will be supported by GPRS enabled handsets including Nokia feature phones and Nokia smart phones.
Unny Radhakrishnan, National Director - Digital, Maxus India says "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."
April 22, 2013, 5:55 am UTC
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