The campaign, created by interactive marketing agency Mobile2Win (M2W), comprises contests and promotions. The drive is powered by SMS-enabled service 8558, a four-digit access number M2W has used in promotions in China and India.
Standard Chartered is banking on the wireless medium to help it engage existing and potential consumers in a fun and creative manner. "The convergence of telecom and banking products throws open a wide spectrum of innovative application," said Sugato Banerjee, head marketing for consumer banking.
Rajiv Hiranandani, M2W's vice-president, sales and marketing, said the idea was to create excitement and word of mouth publicity among consumers across India about a category which has been perceived as mundane.