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Journalism of Courage
For those who missed it,heres a chance to be an online Roadie!
It was a challenge which tested the participants on mettle,speed,tolerance,attitude – basically,whether they were made up of true Roadie material. And Idea Cellular found out that Khushal from Delhi. The lad is the winner of Idea Mobile Roadies Challenge,the first ever reality show replicated for mobile users,organised with MTV. The winner,Khushal took home a grand prize of Rs 1 Lakh. The challenge opened earlier this year on http://www.ideastrikeback.com which featured an online impossible-to-win bike-racing game. Those who lost the opportunity received a call in real time from Raghu on their cell phone urging them to subscribe to the Idea Roadies Mobile pack for a chance to be the Idea Mobile Roadie. A seamless web-mobile integration provided the user a digital thrill he/she had never experienced before. The game set players on a mobile journey to the real Roadie-like experience with 10 tasks to be performed over a period of 21 days. The participants had to face a volley of challenges like rapid-fire questions,treasure hunt,screaming at the top of their voice and awarding points on the decibel levels of the participant,and finally the piece de resistance which involved a personal telephonic interview with Raghu Ram. The action packed gaming experience recently bagged The Best Media Innovation – Digital during EMVIE Awards 2009,in the bronze category. Idea Mobile Roadies Challenge also bagged the bronze award for Best Mobile Innovation and Best Direct Response during Abby Awards 2009. Says Pradeep Shrivastava,Chief Marketing Officer,Idea Cellular,Idea always endeavours to provide an enthralling experience to mobile consumers through innovative and customer-centric products and services. The Idea Mobile Roadies Challenge has set new benchmarks in terms of how value added services can be used to extend media products into the mobile domain for access of millions of mobile users. As for Khushal,Im ecstatic about winning the Idea Roadies Challenge! The gaming challenges truly set my pulse racing.
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