The event’s 1st leg was a talent competition. 2,400 colleges participated in 28 cities. 700 participants were shortlisted for the final.

Others got the opportunity to be part of the fest through a customised retail program – ‘Nokia Earn Your Right’, accumulating points to win passes to the event.

The focal point was the dedicated website www.indiafest.in bringing together every element of the campaign. A mobile application was created that gave regular updates to registered users.

Unique RFID technology enabled wrist-bands captured the Facebook details of each individual at the final event in Goa allowing real time sharing on fun@Indiafest. Electronic receiver boxes at the event, pre-loaded with descriptions of each event enabled instant uploads by individuals to their wall feeds.

The event aired on No. 1 TV network of India-Star, reaching out to 30 million+ viewers.

The winner got a wildcard entry on the biggest reality show on the network.

“Nokia Indiafest”, the first festival to accomplish the unprecedented feat of bringing together 2,400 colleges across India!

Novelty of the RFID wrist-bands created huge excitement among college students and they used it continuously to update their Facebook, resulting in 59,000 Facebook updates from 4000+ participants in 2 days of the event.

Assuming an average of 300 friends per participant on the friend list, the multiplier effect was to the tune of 96 million!

Around 100,000 college kids registered on the official “Nokia Indiafest” website, taking part in the ‘Nokia Earn Your Right ‘program.

24,000 downloaded the customised “Nokia Indiafest” application.