M2W, which lists Siemens Mobile Acceleration, Softbank China Venture Capital and Contests2win as stakeholders, has developed specific codes for 15 outdoor billboards in Mumbai.
By sending an SMS to a number - 8558 - and keying in the relevant code, prospective customers will receive brand or promotion-related information instantly. The service eliminates the need to remember eight-digit numbers.
M2W, which executed the project for Mumbai-based Creations Publicity, is eyeing areas in Gujarat (western city) and southern parts of the country for its SMS-enabled billboards.
Rajiv Hiranadani, vice-president of sales and marketing, M2W, said: "We are constantly on the lookout for innovative and optimal solutions in wireless marketing." He said the company developed the application - targeted at service companies - after analysing the outdoor environment.
"We are targeting service companies, who want to reach out to prospective customers directly through these wireless marketing campaigns."