Developed by Webchutney, the drive is based on Ali Baba, in which 40 thieves hoard their loot in a cave. Airtel subscribers have a special shot at participating in the TV show by responding via SMS.
“Virals are easier to create, seed, spread and promote for contest-based promotions,” said Sudesh Samaria, national CD, Webchutney. The viral shows the ringleader of the thieves only able to gain access to the loot when the Airtel tune opens the cave doors.
