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Ajita Shashidhar

The company would distribute a series of mobile content on the event through its 50 mobile operators and portals across the world.

Mumbai , June 2

Mobile value-added service provider Mauj has bagged the mobile content distribution rights for the 56th Miss World 2006 contest to be held in September. As part of the deal with Miss World Organisation, the company would distribute a series of mobile content on the event through its 50 mobile operators and portals across the world.

Mr Arun Gupta, CEO, Mauj Telecom, said, "This tie-up takes us to an altogether different league, as we would be reaching two billion people across 200 countries. Miss World is the third largest televised show in the world. Till date, we only sold Indian content globally."

Content details

The mobile content would include the final and continental show highlights, contestant images and video profiles, audio and video ring tones, wallpapers, screensavers, themes, and a calendar application. The tie-up would also enable users to vote for the Miss World through Mauj. As a run up for the event, the company also plans to air content from the Miss World archives, which would consist of wallpapers and video-highlights of the events.

Also on the cards is an elaborate multi-media campaign across the world. "While in some markets we would promote the event on our own, in the others we would partner with our telecom partners. In India, we plan to kick of our campaign in TV and print in a month's time," said Mr Gupta. Apart from this, the company also plans to do roadshows at various mobile content platforms across the world.

Keen on Bollywood

On the other hand, the company also plans to step up its association with Bollywood and regional films in a big way this year.

Mr Gupta said that the company plans to associate itself with at least one release a week, where in it would be the mobile content partner and do a whole lot of contests and other interactive activities around the film. Mr Gupta said that the company is investing huge sums on brand-building and advertising this year, which would include a huge focus on in-film placements. "We are already have a significant presence on radio, where our code 7007 is being advertised heavily."

The company is looking at a 300 per cent growth in the next 12 months. The mobile content market is reportedly a Rs 450-crore market which is doubling every year.

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