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Media2Win’s Latest Viral for Tata Indicom is set to Test Your Patience!

Mumbai, December 3, 2009: Of congested networks and high online traffic, Media2win has cracked it again… and most humorously! Media2Win, India’s leading interactive and digital marketing agency was given the mandate to create awareness about the fact that Tata Indicom is the ‘least congested mobile network’ in the country (as stated by TRAI).

Says Mr. Krishna Kumar, Founder & CEO, Media2Win, “The exciting challenge was to convey the message about ‘Tata Indicom’s least congested network’ in a fun manner that would also become a natural viral, so that people experience the acute frustration of communicating on a congested network”.

The key to the viral was to bring alive the experience of a congested network. The solution was to derive an analogy between the digital media and the congestion in telephone networks and so Media2Win arrived at the idea of a viral website called www.pagelostintransit.com. Once the user arrived on the site, the insistent pop-ups don’t allow the viewer to do anything on the page because there is nothing that irks a computer-user more than a pop-up! Exasperation, frustration and the hopelessness while experiencing a congested network, are the key sentiments that are triggered, which the viral has most effectively brought about and conveyed in a message.

The viral, therefore, is great fun as viewers are ridiculed to be ‘boring’ and are provoked endlessly to lose their temper. The pop-ups are cleverly strung with interesting and fun-filled messages that finally lead to the climax that talks about how Tata Indicom is indeed the least congested network and it was time to switch to it from existing congested networks.

Adds Mr. Kumar, “We expect internet users who encounter the page to enjoy its intrigue as well as its wit, as the viral works as the marketer of the announcement and capitalizes on enthusiastic internet users to pass it on and thereby spread the message, till it becomes a raging viral!”

Media2Win last twisted an exciting and titillating tale through its viral for Tata Sky Active Darshan. Alarmed excitement, curiosity and an agreeable sheepishness provoked people to click on www.adultdost.com. But instead of finding a partner willing to enjoy sex stripped of all complications, the eager clickers were cornered by an exaggeratedly coy young man proclaiming the familiar message: “Dude, yeh paap hai!”

The adultdost viral campaign won Media2Win the Abby Gold at Goafest 2009 and the page attracted legions of admirers.

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