ITC’s personal care brand,Vivel Face Wash, and Hungama Digital Media Entertainment along with Indian musician Shankar Mahadevan have launched a digital singing talent hunt – “MOBisur”.

Participants can send their voice recording through their mobile phone or upload it to the MOBisur website (www.mobi-sur.com). To send the recording via mobile phone, users can dial 546465 and record their entry. Apart from that, the company also intends to choose 5,000 female participants from the Vivel Facebook Page. There will be three tasks in all and after clearing all three tasks the contestants make it to the final round of 10 contestants, which is the On-Stage Performance. The winner from the contest will get an opportunity to record an album with Shankar Mahadevan and receive Rs. 5,00,000 cash prize. The album will be released by music label, T-series.

What’s interesting is that until now FMCG brands have  conventionally shied away from the digital media, allocating less for digital ad spends. However, it looks like they are at least open to experiment, specially with the increasing mobile penetration in tier-2 and 3 sectors. Speaking with Campaign India, Neeraj Roy, managing director and chief executive officer, Hungama Digital Media Entertainment, said that he expected the talent hunt show to reach 10 million people. While that’s an ambitious target, in the last couple of years we have seen a shift in Internet video consumption from office breaks to post work hours thanks to portable media consumption devices such internet enable mobile phones. While these contests leverage mobile and social media to spread the word of mouth for brands, they also allow some innovation that these platforms offer.

Other digital contest based campaigns

Mobile social networking service RockeTalk recently partnered with Nokia, to launch Nokia Mobile Antakshari, an audio mobile game that can be played through an application which is supported on most GPRS enabled phones, including Nokia feature phones and smartphones.