The Times of India in partnership with TELiBrahma will launch Times intARact, an application that lets you view advertisements on your cell phone through an Augmented Reality (AR) browser. The browser is a ONE time download on your phone.

The browser can be downloaded from http://intaract.mobi/toi on your mobile phones.

AR is a next generation concept that marries the motion and excitement of a TV ad with the interactivity of an Internet campaign. It breaks the monotony of a print ad with moving pictures and is available at your will, at the click of your cell phone button. It is more elaborate, with features and sections that have been customized to cater to the needs and interests of the consumer.

Here`s how it works. All you need to do is
• Download the AR browser from http://intaract.mobi/toi on your mobile
• Once downloaded, install the application
• Start application which will automatically initiate your phone’s camera
• Focus on the Times intARact logo in the Print Ad to know more

To begin with, the browser will lead you to AR spots on four companies — Urbana, Active Acres, Intellisys and Audi. You can focus on the respective logos anywhere — in a print ad or a roadside hoarding. Just like an Internet ad, the application will lead you to an interactive film on the company. In an Audi ad, for instance, you can view their latest models or check their prices. The Times of India, too, is on Times intARact. So, get ready to savor next generation ads on your mobile.

Coverage in The Times of India Kolkata: http://timesofindia.indiatimes.com/city/kolkata-/Browse-advertisements-through-Times-Intaract/articleshow/8096068.cms

With BluFi, there’s even more excitement coming your way. You can avail near LIVE video clips even when outside the stadium. 1000+ BluFi locations across the country is now the place where you can receive video clips from the ongoing match. Join the world’s first multi country BluFi campaign and enjoy near live FREE videos from the match. Visit http://telibrahma.com/network/Googlemap/ to find your nearest BluFi location.

A partnership with us helped Reliance deliver their brand/product message + the details of the pricing. They could easily reach out to over 2 lakh consumers during the period of 60 days.

It was the simplicity of TELiBrahma’s product BluZine, which helped Reliance generate the leads, and reach their target in the specified time line. For us it was our innovation which helped us to integrate the Reliance Netconnect Application with BluZine.

What is BluZine:
BluZine is a daily magazine on mobile that reaches out to millions of consumers across the country. It is available for FREE download at 1000+ BluFi locations across the country.

At Locations: Café coffee day, Forum mall, Shoppers stop and a few more popular BluFi locations where identified as target locations in Bangalore to reach Reliance’s potential consumers. We further customized the BluZine to integrate the Netconnect application. And users who received BluZine on their mobile handsets received this exclusive application.
• The app communicated to user about the Hi speed service, also letting one check out the features and price for the same.
• Interested consumers also had an opportunity to establish a call to reliance personnel or send an SMS to await response from the Brand, thus making it a lead generation mechanism for Reliance.

Read what Mr. Vinod Chathlani of Reliance has to say -
S. Vinod Chathlani
Postpaid Marketing – Karnataka Hub
Reliance Communications Ltd
“We have run this campaign for about a month now and have seen 1.41 lakh downloads (avg. of 5000 per day) of the application. In addition, close to 110 leads (avg. 4 per day) have been generated from the application.
We appreciate the efforts put by Team TELiBrahma in coordinating the project and running it successfully. Keep up the good work!”

Through TELiBrahma’s BluFi network, center fresh distributed the mobile game to its target customers at Zero cost. The game is based on gesture recognition. And is one of the first of its kind when it comes to mobile cricket game.

Once the game is downloaded from BluFi, user could install it on mobile phones’. When the game is begins, the camera on the phone would automatically initiate. The motion of cricket bat in the game is based on the movement of the players’ finger under the focus area. Consumers could use their finger to hit the ball and make a score. There was also a provision made within the game to submit the scores, and the highest scorer stood a chance to win exciting prizes from Center Fresh. The campaign is a huge success and has witnessed over 60,000 downloads in a period of 30 days.

The Brand wanted to give visitors a chance to see the product without actually displaying the same in the exhibition area, which was the challenge that had to be potentially addressed. TELiBrahma offered an innovative solution to Godrej – a unique 3D code was developed for the two products. A user by scanning the 3D Code through the intARact browser could see a life size projection of the respective products on their mobile screens. Both the products TIME OUT & PLU were showcased through 3D projection using the mobile phone.

It has been a great year for us and we wanted to recall some of the trends that we observed in the market.

QR code makes inroads in to India

QR code has not just made its way into Indian Market, but has set a trend for itself. 2010 was the year that QR codes were used in almost all mediums starting from hoardings, newspapers, magazines to coffee cups.

With so much happening in the market, we like to recall our contribution to this new trend during the year 2010. From major Automobile brands to Telecom operators in India, have integrated QR codes in their print campaigns and we are proud to announce we have powered most of them. While QR code readers are pre-loaded on handsets in Japan, very few people in India are aware of it: hardly anyone has the software installed. It was the biggest challenge we had to address and prompt user to install the code reader to engage with the Brand. The extra ordinary results we have received from each campaign speaks for itself that our solution has potentially addressed this challenge and reached out to more than 500000 Indian audience across multiple campaigns. Following is the recall of few campaigns in detail.
Ford Figo
Airtel
Toon cricket

Image recognition based AR makes an entry

While the QR code was trending in the market, we moved a step ahead and launched the Image recognition solution. For all those brands that thought QR code will not gel well with their print creative strategy, our new offering, Image recognition was apt. Brands like Nokia, Dove, Chivas integrated the image recognition solution with their print campaigns. For the first time an image recognition technology was integrated with print ads, to deliver brand communication that worked not just on smart phones. Our intARact solution works on hundreds of handsets in the market, ensuring greater reach for the brand.

Augmented reality gets integrated with activations

Be it a corporate or a college fest, TELiBrahma has been part of it. And the highlight was the integration of our intARact solution with activations. We turned the event brochures into intARact brochures, banners at college fests into intARact banners.
We partnered with20 major college fests across the country and delivered engagements for 5Star. An exclusive 5Star branded Maze game was developed for the brand. Banners and Standees at the fest to carried unique maze like codes to represent various level of complex maze games. Students were delivered a mobile browser through BluFi that was deployed at the fest. Upon intARact—ing with the banner, students could engage with the Brand 5Star.

Corporate events from HSBC, Mahindra & Mahindra at Auto Expo 2010 also used the solution to deliver various Brand communications that were relevant to the event attendees.

From the entertainment sector, Black Dog’s comedy evenings and Toon Cricket, India’s only kid’s 20:20 cricket also leveraged our solution. Black dog’s event brochures were Logo recognition enabled to deliver video clippings from the previous evening.

Our very own interactive feature of intARact solution, Magic Mirror was a Hit among consumers. The same was a part of Major events by Disney, Nike and many more brands signing up for the same after seeing the great user acceptance. Take a peek into Disney’s – Alice in Wonderland and Nike- Wear My Team.

Another innovation in Augmented Reality gaming was the Full body motion sensor game that was developed & deployed for Nike during the Football world cup.

BluFi scales up new heights

BluFi has been a favorite channel for content distribution for many brands and is being embraced by Brands across verticals – from Lifestyle to Automobile and Entertainment. It is a fundamental challenge for brands to target their audience at the right time and at the right place. BluFi enables just this, as it can target based on the brand’s audience.

Addition of CCD, More, Spencer’s and few of the malls to our network ensured that consumers and brands have more opportunity to engage with each other.

Based on surveys and customer feedback we fine-tuned our strategy and today BluFi delivers consumers best of the deals and entertainment based on their location.

Now with many more locations turning in to BluFi zones, we are reaching out to more than 2.5 M Consumers. BluFi is now present in 1000 + locations. In the past year, BluFi has witnessed a record of 50M+ downloads. More than 100 campaigns were executed in last 12 months for brands like Adidas, Aircel, Benz, Black Berry, Cadbury’s, Coca Cola, Ford, Fiat, GM, GSK, HSBC, IBM, Idea, ITC, LG, Mahindra, Maruti, Nokia, Samsung, Sprite, Toyota, TATA, Yahoo!. BluFi records 10% enhanced engagement rates for the campaigns.
While BluFi network has been adapted, several brands used BluFi to integrate their BTL and activations deliver much deeper contacts.
We look forward to service more consumers and brands next year.

Awards and recognitions

For all our efforts, year 2010 has given us the recognition not just in the National level but in a Global Platforms. Most of our Mobile Scoops (our monthly newsletters) this year reserved an exclusive space to boast our achievement Below is the list of it…

TELiBrahma won three awards in the Mobile Marketing category at Summit Creative Awards from SIA – silver for the Nike IntARact campaign, a bronze for campaign on Toyota Fortuner – Prodcasting and another bronze for Coca-Cola Recruitment Drive.

TELiBrahma’s campaign for Sprite @ CLT20 won a Bronze @ the Creative Abby Awards at GoaFest 2010

At NYF’s International Advertising Awards, we were the 2010 Digital and Interactive Finalist Certificate Winner!

We won Silver for Sprite CLT20 and Bronze for Sangeetha campaigns at Big Bang 2010

2010 Summit Marketing Effectiveness Awards – Won Platinum for Sprite @ CLT20

Emvies 2010 – Finalists – Toyota Fortuner – Best Media Innovation Ambient Media Out of Home

6th Annual Global MMA Awards – Finalists – 5Star & Sprite

More brands showing confidence in us

It is indeed our privilege to have worked with top brands from across verticals. Brands like Idea, Disney, Mahindra & Mahindra, Maruti, Mercedes Benz, Nike, Nokia, Adidas, Annapurna, Yahoo!, Samsung, Airtel, LG, Ford, IBM, Hyundai, Fiat, Tissot, AMEX, Godrej, Volkswagen, Dove, Cartoon Network, Coke, HSBC, Bajaj Allianz, Club Mahindra to name a few have used various of our offerings to
a. Deliver marketing communication and brand engagements
b. Reach niche audience and loyal customer base to build a sustained brand building activity
c. Enhance the effectiveness of existing media investments
d. Enhance the effectiveness of PR and sponsorships

We take this opportunity to thank all our clients for their confidence in us and commit to further strengthen the highly cherished relationship.

Expanded execution capabilities

Hiring new talents last year got us to move to a larger workspace. Now we have grown larger in numbers so is our capabilities in executing even the most challenging campaigns. The tools we have built, improved processes adapted, continue to enhance our productivity which has ensured more than tripling our execution capability.

Tissot
Tissot wanted to popularize their latest collection and their association with CWG amongst their target audience. They wanted their promotional videos to be distributed among their TG and also enable them to carry along the videos with them. The best way to target them was through mobile, the most personal device. Tissot leveraged BluFi for their video distribution; and with BluFi– the target was made more specific by making the same available at locations such as Barista, CCDs, Shoppers Stop, Reliance Trends, Premier Malls etc..

The campaign went LIVE in 6 cities across the country — Delhi, Mumbai, Bangalore, Kolkata, Chennai & Hyderabad. Call to Action in the form of banners, standees etc ensured that users turn their mobile Bluetooth ON at the location. The Brand’s promotional videos were delivered on user’s mobile phone at zero cost to them which ensured greater reach.

Volkswagen Vento
Volkswagen as part of their launch strategy for Vento had chosen to use Airport media as part of their campaign strategy at Mumbai, Delhi, Bangalore and Chennai; however an element of interactivity was still missing. The brand also had challenges in communicating their product proposition to consumers in an effective way.

Volkswagen partnered with TELiBrahma to deploy BluFi at these airports. The lounge areas were converted into BluFi zones, and users upon turning ON mobile Bluetooth were delivered with a Rich media mobile brochure. The m-brochure consisted of product specifications, dealer locator and options to book a test drive directly from the application. Users could also check out different colors of the car and download wallpapers if they wished. Integration of social media let users share their feedback on platforms like Facebook & Twitter.

Star One
Star One, one of India’s most popular general entertainment channels, was launching with Pyaar Ki Yeh Ek Kahaani, a new TV series targeted at the youth. The channel wanted to create buzz for their show among the viewers before the launch. The channel created a road show with BluFi enabled vans with an MC to create a buzz, asking college students to Turn ON Bluetooth and participate in a contest. College students were also delivered snippets of the show. The contest forms were submitted using BluFi on the spot.

Yahoo!
Yahoo wanted to popularize their properties on mobile. The need was to popularize their offerings among youth. Yahoo! was further challenged by the need to distribute six different applications. Each application had to be delivered to GPRS users using different mobile applications.

TELiBrahma offered them a solution that targeted their audience with right applications for various make & model of users’ mobile phone. Yahoo! properties were integrated as a part of BluZine, the daily magazine on mobile and were made available for download. BluZine enabled permission based download and ensured reach to only GPRS users. The response for the campaign has been tremendous, enabling Yahoo! to drive home considerable traffic.

TELiBrahma with its innovative BluFi technology successfully created an interactive platform at BIAL Airport from September 2nd to September 24th, 2010. The entire Domestic and International Security Hold Areas were converted into a BluFi zone. IBM Global CEO Study – videos & contents were integrated and delivered as an application by TELiBrahma enabling access to the same for Blackberry phones. The added value being, the track record of downloads resulted in mass credibility.

TELiBrahma identified the target audience and initiated brand activation at bus shelters prompting to turn their mobile Bluetooth ON to receive exciting contents from Aircel @ Zero cost. The consumers were indulged with exclusive Aircel applications having options to choose and download their favorite Wallpapers of MS Dhoni, Suresh Raina, Chennai Super Kings team; Ringtones, Videos and many more exciting contents. TELiBrahma’s consumer engagement concept received great user acceptance till date.

The entire college campus was converted into a BluFi zone for all the four days of the event.

A 5star branded event guide for Umang, that consisted of the schedule for the event was delivered to students mobile phones that not only formed a utility for the users but also promoted brand activations on mobile.

Various engagements were planned to deliver on users’ mobile and all engagements around the Brand by-line “Jo khaaya Kho Jaaye”. Activities such as “Enact Ramesh – Suresh TV Ad”, photo uploads, treasure hunt not only initiated user engagement but also created user generated content for brand that ensured user participation.

TVC enact contest:

Cadbury’s 5 Star TVC “Ramesh – Suresh” was delivered to mobile phones of students at the event. They were asked to enact the TVC “Ramesh – Suresh”, capture the entire act and upload it to BluFi to be awarded as the best performer. Watch the winning upload

Photo upload contest:

5Star chocolates were distributed to college kids @ the fest and were asked to capture the expression of being lost in the taste of 5Star. They uploaded the same to BluFi and the Best expressions were awarded with prizes. Users who were lost in the taste of 5star

Treasure Hunt:

Mr. Muthu was lost in the taste of 5 Star at the college campus. Participants had to find Mr. Muthu, based on a few clues about his whereabouts, which were delivered to their mobile phones through BluFi at the campus. Screenshots of clues

And the Brand Achieved….

1. Deeper connect with their Target Audience
2. A clutter free technology for Brand communication

And we are happy to share that we would be creating a BluFi Network across 50 college festivals this festive season!!