Perfetti scripted a murder mystery on Nimbuzz

Launched Mentos Batti Jalao Chat Buddy– World's first brand interactive platform on mobile

BestMediaInfo Bureau | Delhi | March 13, 2013

Perfetti Van Melle India (PVMI), the market leader in confectionery, has partnered with Nimbuzz (www.nimbuzz.com), a leading cross-platform global communications solution and Maxus India, to launch world's first mobile-based brand interactive platform. Under this partnership, Nimbuzz developed a unique proposition for Perfetti's latest marketing campaign “Mentos Batti Jalao” by leveraging its Chat Buddy module. This Chat Buddy will enable Mentos to leverage the mobile platform and establish a one-to-one connect with its target audience by directly connecting with 20 million Nimbuzz users as chat friend.

Under this initiative, the Chat Buddy will allow Nimbuzz users to install Mentos Batti Jalao Buddy on their mobiles, participate in the contest and solve the Khooni Kaun Hai? murder mystery. The Mentos Batti Jalao Buddy will also release daily HINTS to unfold the mystery. This Chat Buddy will be visible to all Nimbuzz users across India.

“With the ever-increasing mobile user base in India, mobile is an important medium for marketers today. With an average time of 55 minutes per session spent by a user, Nimbuzz offers a great platform for us to connect with our target audience on a one-to-one basis.” said Nikhil Sharma, Director-Marketing, Perfetti Van Melle India.

“Nimbuzz has always been a great enabler for marketers. We have been bringing innovation for advertisers and our users, connect them together better than any other alternative available in the mobile space. We are thrilled to connect with the excitement of Mentos and we are confident that Khooni Kaun Hai mystery will bring more enthusiasm for our users,” said Anubhav Sharma, Head-Sales, Nimbuzz. “We are pleased to work with some great marketing minds from PVMI, Maxus India and certainly, this endeavour will bring a change in the mobile advertising thought process.” he added.

“Mobile phones have now become an indispensable consumer touchpoint. Marketers, solution providers and technology partners are discovering newer and innovative ways to interact with consumers instead of interrupting them. Here, Chat buddy enhances the overall communication story delivered in traditional channels by offering consumers real time interaction with brand on their personal handsets” said Unny Radhakrishnan, Digital Head (South Asia), Maxus India.

Mentos BattiJalao initiative on Nimbuzz has started from Feb 27, 2013 and will continue till March 24, 2013. The responses through Nimbuzz will be sent to the Mentos Central Information Centre and the winners would be announced  on or about 2nd April 2013 through a lucky draw.

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