With 400 million mobile connections in India, how could FMCG companies stay away from the medium for so long? Nestle India, maker of a variety of food products, beverages and confectionery, has launched an application that lets consumers search for recipes, save them, browse through useful nutrition tips, make shopping lists and share tips on well-being from their mobile. An extension of its Family Nestle Kitchen forum, the application can be downloaded for free from www.nestle.in/M or by sending a text message ‘NestleM’ to 53636. Though the application is free, data charges will apply as it uses GPRS. A few other features are contests, cooking classes and tips on quick and easy cooking from culinary experts. Johnson & Johnson India's division of vision care hired ad agency OMD to launch a mobile application for engaging more consumers with Acuvue contact lenses. The application, which can be downloaded by sending a text message “MOIST” to 57007, attempts to get users to register for a free trial of J&J's flagship brand of disposable contact lenses 1 Day Acuvue Moist. The application does have a separate use though, it analyzes the daily water intake requirement of the user based on the body weight, existing climatic conditions and exercise pattern and helps prevents dehydration by offering tips. It also offers a quick registration for a free trial pair of contact lenses that can be opted for by simply sending an SMS. OMD's director of digital and emerging media Beerajaah Sswain said, "The strategy here…
