Communication objective:The objective was to create a microsite that would promote the launch of HutchWorld - a complete bouquet of GPRS based services from Hutch - one of the leading cellular service providers in India.Target audience:Primarily Hutch Postpaid customers (those who pay fixed monthly rentals for subscribing to Hutch).The background:The service was primarily launched to coincide with the cricket World Cup in South Africa. With GPRS enabled handsets, Hutch subscribers could actually view video replays of the best moments of the World Cup everyday. That apart HutchWorld offered a host of other infotainment services that included photo messaging, email, arcade style games, polyphonic ringtones, news, etc.About the microsite: The attempt was to create an element of cool and informality about HutchWorld through a matchstick figure that interacts with the various services on the microsite. Human-interest stories seek to explain the demos for these services as well.