MUMBAI: Star Gold had utilised mobile advertising technology M-AdCall to promote the premiere of Bol Bachchan wherein the user was offered one minute of free talk time for viewing a video advertisement for 30 seconds.

M-AdCall allows one to watch a video whenever a number is dialed or a wallpaper or song is downloaded and helps bring advertising to handsets to increase itsbrand outreach.

The Hindi movie broadcaster had built awareness for the premiere of Ajay Devgn-Abhishek Bachchan starrer film Bol Bachchan on MTS subscribers through M-AdCall powered by Astute. The technology is currently being offered by MTS and Tata Docomo, but is expected to be adopted by all operators in the near future.

Star Gold GM Hemal Jhaveri said, “Bol Bachchan on M-AdCall was a great way of driving awareness for the Blockbuster Premiere on Star Gold. The user initiationprocess coupled with the engagement of this technology is far greater and unique than the unsolicited calls/SMS promotion which is usually the norm.”

Leading mobile marketing company, Madhouse India COO Vinod Thadani says, “Mobile is an exciting, fast-growing category, but it‘s still a very small piece of theoverall ad pie, contributing only about 10% of the digital advertising spends in India. However, with the steep rise in mobile internet users and ever revolutionizing features and applications, this industry holds a huge opportunity for advertisers, and M-AdCall may just be that innovative technology to drive the new era of mobile advertising in India."