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Star Plus wanted the right build-up for the show, ‘Music Ka Maha Muqqabla’, just before the show was aired.
StratosHear's innovative audio Ad Ring Back Tone (AdRBT) on mobile phones cut through the clutter of multiple
advertisements that swamp consumers, ensuring that the brand message did not get lost. The challenge was not only
to generate a high level of excitement for the new show but also to initiate a word of mouth propagation of the brand
message.
The campaign consisted of six creatives by well-known artists (such as Mika Singh, Himesh Reshamiya, Shreya
Ghoshal, Shaan ) with a catchy background tune. A consumer making a mobile phone call to an AdRBT subscriber got
to hear one out of six jingles of the show. The length of the jingles was kept at 12 seconds, ensuring that the brand
message went across in the average time taken by the called party to respond.
AdRBT Fundamentals
Calling
Isha Amit
AdRBT Subscriber Calling Party
AdRBT is simple yet effective. Let’s consider Isha, a mobile user, who subscribes to AdRBT. As a subscriber, she is
allowing ad messages to replace her normal ring back tone. This means that while Amit is waiting for Isha to answer
his call, he will hear your brand message.
StratosHear
Campaign Performance
Campaign Start Date 18-Dec-09
Campaign End Date 26-Dec-09
Total Ad Impressions Delivered 8 Lakhs plus
Average Call Pickup Time 16.1 seconds
Publisher-Client Summary
StratosHear (www.stratoshear.com) is a fast-growing new age technology & media venture providing turnkey media
solutions for brands and mobile operators/publishers using state-of-the-art technology. A growing number of global,
regional and local brands are using StratosHear media solutions to spread their messages from metros to rural areas.
Star Plus is India’s leading general entertainment TV channel, part of the Star TV network.
Contact Us
You can reach StratosHear by email ( adsales@stratoshear.com ) or send SMS (your name, company name ) to +91 9971486796