In 2010 on average, India added 15 million mobile phone user every month across pop strata. This opened up an opportunity for CDM communication to break all barriers of literacy and even reach out to areas otherwise considered media dark.

We tied up with the leading service-providers in the country. Following the message confirming successful registration & activation of new mobile connection, every new subscriber was greeted with Shubharaambh (propitious beginning) communication.

Example- “Welcome to Reliance World. Your No. 98XXXXXX is activated. Have an enjoyable experience with Reliance. Ye naya rishta shuru karne se pehle kuch meetha ho jaaye. Shubharambh. Cadbury Dairy Milk.” (English Translation: Let’s have something sweet before starting this new relationship. Have an auspicious beginning. CDM)Shubharambh message was received by over 13 million customers in just two months, and to our pleasant surprise, though uncalled, millions even replied with a “Thank You” message!

The unique strategy of chasing the ads was witnessed by 46 million individuals in India. The campaign drove highest sales growth of 42% in history of CDM in India. Consumer metrics on CDM as preferred sweet jumped up by 30% and also recorded unprecedented 92% spontaneous awareness. Frequency of consumption for CDM went up by 46%. As said ‘imitation is the best form of flattery’, today TV channels & other large advertisers in India are also trying to replicate our strategy to chase.