MUMBAI: Mobile handset manufacturer Nokia has partnered with RockeTalk, a mobile social networking application, and Maxus India to launch an audio game show - Nokia mobile Antakshari.
Nokia Antakshari show comes from the near life-like Antakshari experience where people can sing and answer musical questions from all over the country. Additionally, the mobile users would be playing for daily prizes, for a chance to be one of the shortlisted players to play and perform in the Gala round to an audience of more than 8.6 million users, the company said.
Nokia India director- marketing Viral Oza said, "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 chief marketing officer Sameer Agarwal added, "These days when most social platforms are offering nothing significantly more than banners, likes and posts, RockeTalk differentiates itself by creating customised 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."
The application is supported on most phones that are GPRS enabled - both Nokia feature phones and Nokia smart phones included.
Maxus India national director - digital Unny Radhakrishnan said, "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."
The Nokia-Maxus initiative is in line with the new drifts in the digital space. The RockeTalk app not only hosts the show but allows multiple promotional tools from its advertising repertoire to draw in the user, ranging from audio-enabled banners to multimedia broadcasts and free program subscriptions.
