Monday, October 29, 2007

Lime Communications, UK Appoints Tanla to Run Mobile Campaign of Popular Television Serial

Lime Communications appoints Tanla Mobile to manage 3.4 million on pack promotion text to win competition for Vanish and Woolite. A promotional campaign to support the forthcoming release of the latest Walt Disney Studios, Desperate Housewives DVD - ‘The Dirty Laundry Edition’ - using a Text to Win competition is to be hosted and managed by Tanla Mobile. The campaign has been designed by leading film and DVD promotions agency Lime Communications, and is being run in partnership with Reckitt Benckiser who will promote it across 3.4 million packs of their Vanish and Woolite brands in the UK.

Consumers submit a text message with their name and postcode to a short code number printed on each pack, with all entrants and selection of winners managed using the Tanla Campaign Manager platform. Prizes including copies of the show’s DVD, a Mazda MX5, trips to Los Angeles and washing machines will be selected at random on each day of the promotion and awarded daily to a winner, also selected at random from the entrants received the previous day.

The campaign will also be supported across major supermarkets and grocery stores in the UK via Point of Sale promotion, plus substantial advertising and media spend. Desperate Housewives, ‘The Dirty Laundry Edition’ DVD goes on sale in the UK on November 5th. The Text to Win campaign runs until February 28th, 2008.

“Tanla Mobile has always demonstrated a real commitment to service, combined with a highly efficient and cost effective platform for delivering these kinds of large scale mobile campaigns,” explained Tim Hook, account manager at Lime Communications. “It’s vital to be able to work with a partner who can effectively manage the communication with consumers who are entering the competition, and also the selection of winners in a transparent way. Tanla has an excellent track record on both counts.”

“This is a superb example of how well run Mobile campaigns can add a great deal of value to a high profile DVD release such as this,” commented Gautam Sabharwal, Director, Tanla Mobile. “Working with Lime Communications and global brands such as Disney and Reckitt & Benckiser underlines the effectiveness of the Tanla Mobile platform to deliver mobile campaigns which reach millions of people.”

About Tanla Mobile

Tanla Mobile is a leading innovator of next-generation mobile application solutions, m-commerce and interactive services. Tanla Mobile specialises in developing mobile applications and platforms for the Mobile Telecoms, Media and Digital Communications sector. Tanla Mobile works in partnership with global mobile operators across Asia, Europe and North America to deliver and bill mobile content over SMS, WAP, MMS, Video, etc.

With direct connections and commercial revenue sharing agreements with global mobile operators including 3 (Hutchison 3G), O2, Orange, T-Mobile, Vodafone, Virgin Mobile and several Indian network operators, clients use its carrier-grade technology platform and application development expertise for immediate deployment of interactive mobile services. Its product suite includes Mobile Payments Solutions, Campaign Management, Content Management, 3G Video Management and Interactive TV Management applications, all of which are supported by powerful online reporting and CRM tools.

Based at Hyderabad, Tanla is currently in process of expanding its global operations having already established offices in London, New York and Singapore.

Tanla Mobile is a subsidiary of Tanla Solutions Ltd,, an established Telecom Infrastructure Solutions provider with strong coverage in the Asia Pacific region. Through its relationship with Tanla Solutions, Tanla Mobile has immediate access to a large team of highly-skilled software engineers and analysts providing application development and technical support from their 350-seat facility in India. This offshore development capability results in a fast time to market with new technologies, and significant cost and time savings for clients. For further information visit

About Lime Communications:

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