The Fair & Lovely scholarships 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 an aptitude and ambition to achieve their goals’. The support provided by the Fair & Lovely Foundation has helped girls avail of opportunities to obtain higher education and acquire skills in appropriate professions thereby carving a path for their future, leading to economic empowerment of the Indian women. To break free from the clutter of the traditional medium and be the first brand under the Hindustan Unilever Limited umbrella to explore the mobile platform which has never been used by the company in India before and to get the maximum number of applications through the medium.

Reliance Communications’ CDMA network of handsets has a unique platform, Reliance Mobile World ( RMW) which has the capability of featuring a substantial amount of content in terms of text, visual and audio, which made the platform highly interactive. With an active subscriber base of over 40 million, 22 million hand-sets support the RMW. Over 12 million unique users visit the RMW every month.1 Banner Advertising: Fair & Lovely Scholarship clickable banner on top of the screen on WAP Phones linked to Microsite 2 Fair & Lovely Scholarship Zone: Lead Generation Zone: Aspiring women could apply for this scholarship through Reliance Mobile Phones’ R World for the first time. Potential students could send their entries through Reliance Mobile World on R World>Hot N New>>Schlrshp Zn.oCandidates could fill-in important information such as name, age, area of interest to apply through the Reliance Mobile World and apply instantaneously for the scholarship.

3 SMS Blast: SMS has been sent to all subscribers in the select circles for driving traffic to the Scholarship Zone, encouraging students to apply.4 IVR: The scholarship Program has also been promoted through the IVR in select circles. The message relayed gave information about the program and directed the subscribers to apply through the Reliance Mobile World.5 Short Code: Subscribers can also apply by responding through the Short Code 51234 to Reliance Communications.6 Reliance Mobile World Website: Campaign details have also been uploaded on the Reliance Mobile World website.

A holistic approach was taken and the campaign included all the elements of mobile marketing- SMS Blast, SMS Shortcode, IVR besides the Banner, Microsite and the Lead Capturing Zone. We received an overwhelming response in 1 month.More than 2 million impressions have been recorded on the Fair & Lovely Foundation Banner Ad. Four banners, including one in vernacular to reach the rural population. Refreshing the content ensured constant traffic to the Scholarship Zone. Over 44, 000 students applied through RMW which was 22 times the number of applications HUL received through Direct College contact, including from rural India where net connectivity is not easily available.