London mayor promotes India celebration with mobile campaign

by Nikki Sandison, Brand Republic 03-Aug-07, 11:35

LONDON - The Mayor of London has appointed mobile marketing agency Incentivated to promote India Now, London's celebration of India, which runs from July to September.

The campaign will include posters throughout London, including Underground panels, asking Londoners to text in their email addresses to receive an e-brochure with further information about the event.

India Now aims to explore Indian culture and celebrate the relationship between London and India through events and showcases of Indian art, film, food, theatre, music and fashion.

Ken Livingstone, Mayor of London, said: "I hope that all Londoners will experience the many exciting cultural events taking place throughout July to September as part of India Now."

Jonathan Bass, managing director at Incentivated, said: "The mobile campaign invites Londoners to text in their email addresses in order to trigger an email response, sent immediately to their PC, awaiting them when they log on at work or at home. It replaces the need for people to remember website addresses or write down call centre numbers."

Incentivated has previously created a series of mobile-based services for the Mayor of London including Cabwise, which promoted safe travel for licensed minicabs, and Rise, celebrating London's ethnic diversity.