The Hindu Business Line : Intl award for RCom ad campaign

The Anil Ambani promoted Reliance Communications has been awarded for its mobile ad campaign ‘Fair & Lovely scholarship programme 2007’ in the direct response category at the Mobile Marketing Association Awards, 2007, held in Los Angeles on Thursday. It was also the first time that a scholarship programme has been advertised on a mobile platform. The ‘Fair & Lovely’ scholarships are awarded annually to deserving young girls who intend to pur sue higher education in India leading to graduation, post-graduation and PhD. Awarded by the Fair & Lovely Foundation, the Rs 1,00,000 ($2,500) scholarship has been prized to over 300 women across India. The Mobile Marketing Association is a premier global association that strives to stimulate the growth of mobile marketing and its associated technologies. It has 400 members representing over 20 countries. The ad was live for about 30 days on Reliance Webworld. —

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