Taj Mahal Tea engages with consumers through a unique contest
‘Aapka Taj Andaaz’ engages with consumers through a mobile contest.
Given the high mobile penetration and usage in its target group, the Taj Mahal team launched a unique contest called ‘Aapka Taj Andaaz’ with the aim to increase the brand’s intimacy with consumers.
To participate consumers needed to share their way of celebrating Taj Mahal tea .
Winners with unique ‘Andaaz’
To enter the contest consumers needed to call 09004190041 -an Interactive Voice Recording System (“IVRS”)` and record their unique way of enjoying the aroma of ‘Taj Mahal’ tea. On calling this number consumers could listen to voice recorded message of Saif Ali Khan, where he asked users to share their unique way of enjoying Taj’s unique aroma. Users could record their message in 7 different languages: Hindi, Tamil, Kannada, Telugu, Bengali, Gujarati and English.
The top ten winners will win vouchers while 100 consolation prize winners will win one year’s supply of ‘Taj Mahal’ Tea. The prizes will be given to those consumer’s who’s ‘Andaaz’ is deemed unique or special.
The contest started on 1st March, 2012 and ended on 30th June, 2012, and saw a participation of more than 85,000.