The Fair & Lovely Scholarships, an initiative of Hindustan Unilever Limited, are awarded annually to deserving young girls who intend to pursue higher education in India leading to Graduation, Post-Graduation and PhD. Awarded by the Fair & Lovely Foundation. The Rs 100,000 (US $ 2500) scholarship is meant for women ‘with the aptitude and ambition to achieve their goals’. The Scholarship was instituted 5 years ago, with objective of enabling economic empowerment to Indian women. The aim of the campaign was to inform potential women candidates, with a cost effective campaign using Reliance Comm mobile Platform, in its plan for seeking applications for 2007 Scholarships.

The Reliance Mobile World (RMW) platform was thought to be the best medium for advertising the Scholarship Program as it covers 15,000 towns and 400,000 villages1.Banner Advertising: clickable banner on top of the screen in WAP handsets - Microsite: The banner was also linked to the microsite which had details of the program and allowed the interested users to apply then and there.

2.Fair & Lovely Scholarship Zone: Candidates could fill in information such as name, age and area of interest to apply for the scholarship.3.SMS Blast: An SMS has been sent to all subscribers encouraging students to apply.4.IVR: scholarship Program was also promoted through the IVR.5.Short Code: Subscribers could also apply by responding through the Short Code.

A holistic approach was taken with the campaign, which included all elements of mobile marketing and received an overwhelming response.

More than 44,000 students applied on the Reliance Mobile World in 1 month. 2 million impressions recorded on the Fair & Lovely Foundation Banner Ads on Reliance WAP Phones. IVR- (OTH) – The message was relayed to the relevant customer base for sourcing applications. SMS Blast : sent to the relevant customer base SMS Shortcode : SMS Shortcode activity was also carried out. Compared to the Direct Contact Programme conducted by HUL, which got them only 2000 entries, Mobile Advertising through RMW received 22 times the number of applications. People in rural areas, where there is no net connectivity, could also apply.